The other thing that I think is really important is… it results to with creativity and idea generation. Just take a step back for a moment. At the moment, we’re living in a world where cloud, social and mobile, three disruptive technologies are happening simultaneously. We’ve never had three technologies disruptions happening at the same time like in the last 40 years of IT. And that’s why we’re living in a world of digital disruption, which is another way of kind of explaining that and how everybody’s business model is on the threat. It doesn’t matter what business you’re in, whether you’re an accountant or you’re IBM in the technology business being attacked by a book seller called Amazon, or you’re a TV company, or you’re a radio station, everybody’s business is under threat. So, now more than ever, we actually need more ideas, and every organization needs to be thinking differently.
So for me, one of the most important things about the social business topic, is to actually get more creativity out of my team, to get more ideas out of my team. And one of the things that I see missing in organizations is recognizing that creativity and ideas could come from anywhere in the organization. And the better organizations actually facilitate the process of idea generation and allow everybody to get involved with what may help the company going forward. So, I think the smart companies will facilitate that kind of thing happen, to happen. And when you actually –I mean one of the things that really frustrates me is that our education system doesn’t actually allow for creativity in the way that it should. It doesn’t – our education system is designed in the 19th century for industrial age. And the hierarchy, the way the subjects work is very different now compared to when it was designed. But we’re still living in this old style approach. And we just don’t teach the right things in our schools. You know, we actually don’t – we’ve got so many existing tools for idea generation, whether it’s how to design minds maps or it’s Edward de Bono’s six hats thinking, whatever. We’ve got lots of ways that we can kind of help the creative process which we don’t teach kids in our schools. We don’t. And I can’t figure out why we don’t do that. And so, for me, one of the beauties of the kind of work that you and I do in the organizations that actually start to use social collaborations tools, it allows that kind of creativity to come out. And, you know, an organization doing it the right way will find some actually fantastic gems of ideas from sources they never expected. And they absolutely need that in current environment. You know, if you haven’t got a process of creative thought going on inside your organization, you’re at risk of getting leapfrogged by some smarter and nimbler, faster competitor who started a couple of weeks ago with an idea. With the current kind of technology environment, they can be off the ground and running with their new idea and they’ve connected with partners and they have outsourced their manufacturing to China. And they’re maybe doing what you’re doing in a much smarter and faster way.