Please calm down the ‘2.0′ hype

One of the biggest single mistakes anyone can make in business is to draw the conclusion that just because new technology exists, we definately have to use it.

When I look at a lot of the people promoting ‘2.0′ services for this and ‘2.0′ services for that, and if you don’t use them, you’re going to die, I shake my head in disbelief. Because this is just so beside the point.

Technology is an enabler. Always has been and always will be. It’s a means to an end rather than an end in itself.

So no, it doesn’t really matter, if we use one web office solution or the other. What matters is if we have anything to gain in our business life from using such solutions. If we have, then we can start looking at the specifics of which type of technology or service to use.

So yes, we should be aware that these opportunities are there. But we shouldn’t let them or their backers, vendors etc. take control of our thought process about it.

Supply is outstripping demand, and some will soon be getting desperate. There is really amble reason to look out out there. Because petty things are being blown into sky-high proportions. Companies commission surveys in order to further their own agenda, and more often than not they tend to push the conclusions too far. As a result they will most likely not bring the value they promise.

It reminds me of the old CMS discussion, where a vendor could come in and argue, why you should be buying their CMS system versus one from one of its competitors, without really discussing basic needs, workflows, processes or…lo and behold…a content strategy. Totally the wrong approach, IMHO.

Like I have said so many times before, the web is a utility like gas, water, electricity etc. Let’s start treating it as such. It should only work for us, where it adds value and meaning to what it is we’re trying to accomplish.

Vad NU! is a consultancy company owned by Mads Kristensen and specialized in helping clients take advantage of the business opportunities created by new media. Click to learn how I can help you and your company.