Web 2.0

What do Amazon.com, Netflix, Wikipedia, Stumbleupon, Facebook and Flickr have in common? They represent some of the Titans in the world of Web 2.0.

Web 1.0 focuses on delivering content. Web 2.0 focuses on participation, collaboration and user generated content (or value).

Using Web 2.0 requires a different mindset.

Think:

1. Amazon.com - customers say; "if you like XYZ, you'll like ABC."
2. Netflix - people who liked this movie also liked these movies.
3. Stumbleupon - people upload their videos on various sites; Youtube, Metacafe... and Stumbleupon collects the best for you to view.

"Is there a lesson, an opportunity?"

Craig Janssen, mindshift core member and principal for Acoustic and Strategic Dimension, raised the interesting question during our Houston gathering.

Craig shared that every company has tools that aid their clients in identifying needs or exploring solutions. What if companies automate some of their tools - providing clients with useful information, a valuable experience and in return gaining important information about needs and goals? Clients benefit, engage and end up coming back when they need help. Craig went on to share that making tools available that competitors don't have provides a clear advantage.

One example is Strategic Dimension's "Cost Escalation Calculator." Why is it valuable? Because SD found many client's did not make the connection that delayed decisions cost money. Even when they explained the consequences the idea remained abstract. Craig developed a simple tool and used it in presentations. When it was placed on their website clients would go back and play with the tool. The abstract idea of cost escalation suddenly becomes very tangible and creates better awareness and a sense of urgency for making timely decisions.















Consider:

• What can make the client smarter?
• What can make the intangible more tangible?
• What would aid the decision process?
• What provides an alternate perspective?
• Is there a forum for feedback?
• Is there a means for clients to tap into the wisdom of other clients?

Now go back again and explore Amazon.com, Netflix, Wikipedia and other popular Web 2.0 platforms.

The new technology of Web 2.0 creates new capabilities, a new platform for interaction with completely new value propositions. All of which - requires a new mindset when we think about aiding our client's and generating new value.