Makes sense Harold. Thanks for setting this down so clearly.

But what about the timing? The logical sequence of change?

As you point out, step 1 cannot be a huge shift to mass collaboration. That does not make sense and will not happen quickly. We think this is the main reason first-generation enterprise social platforms are failing. http://www.jostle.me/applications/social-business-too-social/

Most organizations of any size are already hyper-connected, with all manner of cross-silo relationships, cross-organizational initiatives, shared goals, matrix structures and the like. Problem is, all this exists with little clarity of who is doing what, where key information and expertise lies, or a vibrant culture to glue it all together. Fixing these problems does not require the introduction of collaboration as step one.

For me the sequence needs to be:

1. Clarify who you are and bring your existing culture to life.

2. Decide where you want to go. Move there step-by-step by recognizing new values and changing how decisions are made, shifting your culture in the process.

As you say, “Business just wants more efficient and effective work.” Enterprise platforms that clarify and energize workplaces in this manner can deliver huge value. Today.