I think the biggest challenge is just the kind of contract that we still have between ourselves and the organizations we work for. And I can’t remember this maybe because, as well, I can’t remember the details, but I heard of a company recently who had begun to deploy social platforms, and it was almost as if the senior management just suddenly realized what did… what it was chosen for and got them taken by (…) again.
So I think it takes courage on the part of the senior executives, and a level of insight that is not common, to true… I mean I think there are a lot of stuff in companies. I think there are companies that are growing now that are more likely to grow up with the attitude than employing grown up, so they want to actively engage in the process of running the business.
So I think it’s much harder for existing corporations to turn that around. And I guess the reason I said a lot was, that if you’re not willing to fully embrace what this means, then I think you’re just playing lip service to it, and it is just the same old, same old, and slightly different jargon. It’s my resistance to the whole enterprise 2 – social business thing, because I think it is… and in fact I tweeted yesterday that I’m beginning to suspect that social business bollocks was even worse than old-fashioned business bollocks.