Why do Greenfields launch the same way and ignore Social and Enterprise 2.0 ?


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I’ve been involved in Greenfield launches before and now more than ever is the perfect chance to approach and embrace socio-collaborative concepts and enterprise 2.0 software with a blank canvas and yet the same paths and choices seem to be taken. While this may be a case of “safest option for launch” in general I have to put it down to the fact that the old guard CEO/ CIO/ COO are mostly involved in grabbing the top slots and implementing the tried and trusted methods and middle management they carry with them from post to post, with really only incremental changes and improvements from each company taken, nothing really revolutionary. Understandably the larger the launch the bigger the risk with taking on concepts that are really only maturing and yet the potential gains should far outweigh the perceived risks surely ?

A flexible enterprise ? – Check
An open and transparent culture ? – Check
An customer engagement model from the 21st century ? – Check
A collaborative internal resource model ? – Check
Software and hardware that promotes visibility and mobility ? – Check
Cloud infrastructure – Check

What’s not to like about it ?
Apart from the fact no-one will call you Sir and you won’t have an oak panelled office……

There are a number of Greenfields happening in the UK right now, some larger than others, but what a perfect example to take the bull by the horns and launch will a fully Enterprise 2.0 and Social-enabled organisation.

Who’s up for it ?

Republished with author's permission from original post.

Theo Priestley
Theo Priestley is Vice President and Chief Evangelist at Software AG, responsible for enabling the marketing and voice of the industry's leading Business Process, Big Data/ In-Memory/ Complex Event Processing, Integration and Transaction suite of platforms. Theo writes for several technology and business related sites including his own successful blog IT Redux. When he isn't evangelizing he's playing videogames, collecting comics and takes the odd photo now and then. Theo was previously an independent industry analyst and successful enterprise transformation consultant.


  1. Theo, as you observe this is a direction not yet widely embraced. I’m giving the opening talk at an innovation conference next week and my theme is your topic, I’m focusing on innovation in the customer-product interface as early as possible through social media. Of course there are some fabulous examples but on the whole small business/startups tend to keep their heads down until they launch the product (at least here in Australia) so I’ll be saying something along the lines that all your prior “innovation” counts for little compared to that you can do with your prospective customers. That’s not rocket science is it!!

    Walter Adamson @g2m
    Certified Social Media Consultant
    Melbourne, Australia
    My social spaces and places: http://xeesm.com/walter


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