Last week an “Enterprise 2.0” consultant called to chat about what he could to for me and my enterprise. I don’t really think he did his homework to know who he was talking to but I enjoyed his 15 minute overview of Web 2.0 within the organizational context. This consultant assumed that I would be impressed that they had spoken on the topic and even had one of the 75 million weblogs. Finally, after allowing this conversation to slow, I asked the most important question you can ask of your Enterprise 2.0 consultant:

Have you ever been held responsible to the success or failure of a large scale Enterprise 2.0 effort?

First, you could here a pin drop as he gathered his thoughts on how to address a very simple question. Then, the “consultant speak” poured out like a bucket of water on a hot summer day. He used just about every buzz word in the book. Yet, the answer was clearly “No”. He did not understand the politics that we have to face. He wasn’t held responsible for the success or failure. He had never gone through the daily battles that one faces in deploying an enterprise service. I admire Scott Gavin, Toby Redhaw, and Myrto Lazopoulou for their efforts and ownership within this field. They understand what it means to be held responsible and to execute. I admire them going public and showing us their battle scares. Please don’t call yourself an “Enterprise 2.0” expert unless you truly lived it. Take a hint from Sgt. Gunny Highway’s conversation:

Have we ever served together? (in Enterprise 2.0)

I don't know, sir. Sergeant Major Choozoo and I were in the 2nd Battalion in the 7th in 1968. (Implemented Enterprise 2.0 in a Fortune 100 Company)

I had a rifle company in 1st Battalion, 7th. (Integrated Web 2.0 in my Company)

We sure as hell chewed some of the same dirt, sir. (Politics, Failure, Setbacks..)

That's for sure. What's your assessment of this alert? (Enterprise 2.0 Effort)

It's a cluster….(You know the rest)