Why your company needs social collaboration at work. I found the opening anecdote fascinating in that so many organizations approach collaboration the second way - as in the way they've always done it - without understanding the speed of the first way. That dichotomy precisely represents the gap in many organizations between organic social and bolting social onto existing processes. As an aside, the second picture is probably much higher quality than the first - but "good enough" + timeliness wins in many many environments.