July 09, 2012, 3:50 PM — It's no secret that enterprise collaboration is on the rise: Research firm Gartner
predicts that by 2015, 40% of large businesses will have the equivalent of a corporate Facebook
That prevalence, coupled with the many questions businesses have about this emerging trend, is why Chess Media
Group cofounder Jacob Morgan wrote "
The Collaborative Organization: A Strategic Guide to Solving Your Internal Business Challenges Using Emerging
Social and Collaborative Tools."
In "The Collaborative Organization," Morgan explores the enterprise collaboration lifecycle, from evaluating and
selecting the right tools, to deployment and adoption, to measuring success and more.
Morgan recently spoke with CIO.com about why enterprise collaboration and social business is so important now,
what late adopters risk, recurring challenges business face and more.
CIO.com: You feel passionately about collaboration and how its effects extend beyond the workplace. Why
Jacob Morgan: I believe collaboration can make the world a better place. When organizations
invest in collaboration tools and strategies, it not only positively impacts the lives of employees at work but
also outside of work. Employees will have more flexible work schedules, feel less stressed out about work and will
feel more passionate and engaged about the work they do. We spend a lot of time focusing on how we can make our
employees more productive at work, but this goes beyond that, this extends to positively impacting lives.
The notion of collaboration making the world a better place isn't really enough for executives, so in order to
turn that idea into an action it needed to be supported by clear business value and a strategy, that is what the
CIO.com: So why write this book now?
Morgan: Business leaders and executives today have a lot of questions around collaboration that
aren't being addressed, and there are many topics that aren't being touched. I consistently receive emails and
phone calls from people who are looking for resources around evaluating and mitigating risk, how to get started,
how to evaluate and select vendors, how to market initiatives internally, and many other things. I decided to write
this book to fill a major gap in what leaders and executives need to know, but which nobody is addressing.