Creating Collaboration Takes More Than Technology

Presentation by Michael Varner

Article by Evan Rosen

Business are moving towards collaboration

• Why is collaboration important?– Value Creation

• Use of tools for collaboration

Often companies implement these tools with little to no success.

• Why?

Tools merely offer the potential for collaboration.

• Unlocking the value of tools happens only when an organization fits tools into collaborative culture and processes.

What can companies do?

Five ways to create value through collaborative tools and technologies

• Focus on Culture before Tools• Fit Tools into Business Processes• Adopt Spontaneous Work Styles• Use Tools to Develop Products and Services• Give the Entire Organization Access to the Same

Tools

Focus on Culture before tools

• Tools must fit the culture

• Eliminate formality

Adopt Spontaneous Work Styles

• ‘When do I have time to do work? I’m always in meetings!’– Communication and collaboration should happen

at any time of day

• Managers and executives should not need to be consulted before meetings

• Formality and hierarchy are second to results

Use Tools to Develop Products and Services

• Collaboration should be at the heart of creation– Make collaboration a fully integrated part of the

development process, not just a way of tracking it.

Give the Entire Organization Access to the Same Tools

• Regardless of level, role, or region

– The executive shouldn’t get the ‘pro’ version, while everyone else gets the ‘basic’ version

• Disparity is an indicator of hierarchy• If few tools to go around, reserve them for a particular

function not particular people

Conclusion

• The obvious one: Collaboration is key to success

• Collaboration requires more than the purchase of tools. It requires a complete rethinking of how business is done– Smash hierarchy• From command-and-control to flat organization

– Eliminate internal competition• Level the playing field, then turn it into a stage

Questions?Rosen, Evan. "Creating Collaboration Takes More Than Technology - BusinessWeek."BusinessWeek - Business

News, Stock Market & Financial Advice. 20 Apr. 2010. Web. 22 Apr. 2010. <http://www.businessweek.com/managing/content/apr2010/ca20100419_510753.htm>.