Anaesthetic anyone?

There's an interesting report just released by McKinsey about the adoption and satisfaction with Web 2.0 technologies. Whilst I'm not keen on the label of Web 2.0 and the bundling of these technologies into a category, it is an interesting snapshot of how Enterprises are recognizing the potential value (slowly), including an analysis of what gets in the way.

We have a couple of clients who have tentatively dipped their toes with the idea that they will evaluate performance and then make a decision whether to dive in, and we know (if we're honest) they haven't really got it. Yet. In this report there's an analysis of dissatisfaction with Web 2.0 and a perception of the barriers. Those that are most dissatisfied identify the biggest barriers as being:

• My company's leadership team doesn't encourage the use of Web 2.0
• My company's culture doesn't encourage the use of Web 2.0
• My company doesn't understand the potential financial return from the use of Web 2.0
• My company doesn't provide sufficient incentives to adopt or experiment with Web 2.0

This highlights some of the challenges facing those of us who believe in the potential. We have to be clear about our arguments. We have to engage businesses at the highest level and we have to paint of picture of just what is possible.

Coincidently, I heard an interview on the radio this week with the author of a book that charts the development of medical sciences and recounts the resistance the Victorian "so called" medical profession offered to things like general anaesthetic. Apparently, at the time a good surgeon was one who was best at restraining patients through the pain, and so they saw the idea of an anaesthetic as a threat to their prowess. It was the surgeon who was known as being the fastest who could see the benefit, as it enhanced his reputation.

To me this suggests that we will have more success in introducing new techniques to B2B marketers who recognize their true role as building sustainable brands and reputations, not supporting sales or creating brochures. If you are one of those, please put your hand up.