18

I read Navy Proceedings each month as a kind of hold-over from my first ‘real job.’ Although I never pretend or imply that business should be managed like a cruiser-destroyer squadron, I enjoyed an article in the August 2007 Proceedings, page 19, which encourages improved adaptability in the modern military, and see associations with my Web 2.0 presentations.

As I speak to customers about Web 2.0, most are now aware of what is going on around them. For example, that MySpace will generate close to $1b in revenue this year. Many customers ask me ‘how to get started?’ ‘How to measure the associated business value?’ And even more tell me that ‘they do not have the time or cycles or bandwidth to take advantage of these Web 2.0 capabilities and trends.’

I may reply to them in the future with the following section titles from this Proceedings article:

1. Slow Changes are Costly
2. Rapid Adaption Wins (we need cultures at of every level which are resourceful as information becomes outdated).
3. Make Distinctions to avoid Extinction (this section says that adaption is not innovation but what one does with innovation).
4. Adjustment Mean Movement (Observe, Orient, Decide, Act – the OODA loop). ‘I know something’s happening but I’m too busy’ is a receipe for being owned by iTunes.
5. Movement may need Correction (this is really the feedback component of the OODA loop).

Getting into the Web 2.0 game at the appropriate level is a way of ensuring that we can take advantage of its successes. cperrien