How Organizations Can Address the Challenges of Modern Digital Collaboration

It’s now clear to me that we must take bold new steps if we are to truly improve the state of workforce collaboration in most organizations. As the majority of us are doing it today, digital collaboration is largely stuck in the doldrums.

The known issues are numerous: The tools themselves are either too complex, specialized, or advanced, or worse, not a good fit for our organizations but are appealing due to unrelated reasons like vendor stability or wide adoption elsewhere. Often, our workforces are too entrenched in older ways of working (or, just as likely, woefully untrained in the new.)

Collaboration itself is now appearing everywhere, as a digital capability embedded in many of our technology products. This fundamentally human group activity — which is absolutely vital to produce results in today’s knowledge-driven organizations — has either been added as a secondary ‘feature’ in many of our existing applications, or is literally raining down upon us from the cloud as hundreds of startups continually try to improve what’s possible and get into our organizations to better meet our users’ needs than we are today, often as I pointed out yesterday, by appealing to them directly.

Enterprise Collaboration: A Highly Varied Strategic Capability We Must Enable

We’ve also seen that collaboration is often held up as a virtue in relative isolation, but not well-connected to how work actually gets done, or poorly understood as a human skillset so applied even more poorly with the technology, and certainly not last, applied as a one-size-fits-all technology solution, when collaboration-critical domains like STEM, creative disciplines, innovation, sales, and marketing, could not possibly have more diverse scenarios and styles of collaboration.

The result is that our organizations are filled with rather disjointed collaborative technology. We find ourselves generally limping along and reporting rather limited (albeit actual) results as all of these pieces and trends of today’s digital collaboration puzzle fit together relatively poorly.

In recent years, I’ve been working with many organizations on many of these collaboration challenges. But it’s been the last couple of years that these issues have come to a head in many companies. I’ve previously highlighted some key trends that are making it very hard to improve the status quo in most large organizations.

But perhaps most pernicious of all of these issues is the traditional view that collaboration is a monolithic thing we must all do the same way. It’s not. It’s a highly varied, innately human process that has unique needs and requires unique capabilities to optimally support different kinds of work, and it’s time we recognized this. That most organizations look at document-centric tools like SharePoint as a universal collaboration solution, or social business platforms like enterprise social networks as the ultimate end-goal for how we work together is now evident as both a failure of imagination, and failure as a strategy. It’s not working well in most organizations, and most of us now realize it. I speak to organizations almost weekly that are trying to ‘rationalize’ their collaboration strategies in this complex, fast-changing, and difficult new operating environment, but unsure what to do about it.

Fundamentally Changing How We Manage Digital Collaboration as Organizations

While there is probably more than one answer to this set of problems, it’s obvious that what most of are doing — while actually producing some useful results — is falling far short of what’s possible. What’s worse (or terrific, depending on how you look at it), is that we’re now being dragged wholesale into confronting the issue by the business-side of our organizations, who are simply not waiting for IT departments for leadership any longer. They want collaboration solutions that fit them instead of the abstract needs of the organization as a whole, understand the work they do locally, and that employ new technologies to dramatically improve what they do. As a result of inaction in most organizations, shadow IT is off the charts this year, and the majority of it is related to tools that support some form of collaboration or data sharing.

Fortunately, our options are simple: We can do one of two things. A) Ignore these issues and attempt to lock out any unofficial collaboration tools, a process that I can now assure you will do more harm that good, and won’t stop the trend, as users in aggregate now own and wield more and better IT than most of our organizations, and aren’t listening to us.

Or B) we can find better ways to tap into demand and unleash innovation — in particular, by employing business/user change agents and other proactive/transformational capabilities — when it comes to one of the most important work activities in our businesses, and establish a sustainable rate of change, all the while spending our scarce centralized tech resources on keeping new collaborative tech secure, broken out of silos, well-integrated, universally searchable, as part of a rational yet far more diverse and fluid collaboration architecture.

In this model, salespeople, operations staff, project teams, R&D, customer care, and many others will benefit by helping bring in new collaborative technology optimized for their needs, and to which they are increasingly reaching out and adapting to anyway.

This whole conversation is all part of the future of work and the future of IT that I’ve been exploring over the last year. In case you’re wondering, a newly inclusive, open, and decentralized model of digital transformation appears to be an broad and significant new trend. I’ve been documenting compelling examples in large organizations, including companies like Liberty Mutual, whose CIO Mojgan Lefebvre considers shadow IT, rightly, as a vital proof-of-concept led from outside the IT organization. I believe there is a fairly short path to changing our posture to take advantage of these combined trends to our tremendous benefit, tapping into new collaborative capabilities, distributed change capacity at scale, all while still meeting our obligations as technology professionals and keeping new diverse IT solutions secure, archived, governed, managed, and protected.

In my opinion, most organizations no longer have a choice, as the the traditional legacy methods we’ve long used to manage the IT lifecycle have become inappropriate for how technology is used to meet business needs in many cases today. Perhaps the most challenging: Success will require business and IT to come together like never before.

This is a vital industry conversation we need to continue having together, working through the issues that will surely crop up as we go down an exciting and rewarding but also no doubt very challenging near-future with new models for enabling our organizations with technology.

Additional Reading

How to Deliver on a Modern Collaboration Strategy

Online communities are now producing results, reporting ROI

IT Leaders Are a Critical Catalyst for Unifying and Leading Digital Transformation