Enthusiasts to Laggards

In one of the first comprehensive studies, according to Cisco, it found that personal attitudes towards collaboration and company collaborative culture are as important as collaborative tools. 

Four collaboration segments, based on habits and beliefs, are identified as: Enthusiasts, Comfortable, Reluctant and Laggards. This looks quite similar to the Technology Adoption Curve in Crossing the Chasm by Geoffrey A. Moore in which the author proposes the following segmentation: Innovators, Early Adopters, Early Majority, Late Majority and Laggards. Does this suggest that Cisco’s Enthusiasts are Moore’s Innovators and Early Adopters? In fact, the study recommends that an organization should begin with introducing collaborative tools to Enthusiasts and Comfortable Collaborators.

So far so good! In its 3x4 framework of Personal Collaboration Attitude versus Company Collaboration Structure, the study suggests that Collaboration Enthusiasts are people with Very Positive Personal Collaboration Attitudes in Companies with Very Strong Collaboration Culture. Our interpretation would be somewhat different: Enthusiasts are people with Very Positive Personal Collaboration Attitudes who would fulfill their collaboration ambitions in Companies with Very Strong Collaboration Culture. In a different company culture, Enthusiasts may be a misfit; something not unheard of in companies! We propose that Benefits of Collaboration are maximized when Enthusiasts are supported by Strong Collaborative Culture.

Does the number of collaboration tools correlates with collaboration? The study posits that it does.

Other findings in the study:

• Collaboration as a part of performance evaluation influences collaborative behavior
• Collaboration influences success at work and makes people more productive
• Collaboration tools are used more for productivity than innovation

Update on 24 December 2010 by Lokesh Datta

See Related Posts:

• Collaboration Is About People, Not Technology
• The ALL ONE (TAO) of Collaboration
• "Collaborative" as Key Job Skill
• The Four Ps of Effective Collaboration
• The 4Ps of Effective Collaboration - Redux
• Collaboration = Cooperative Behavior + Assertive Behavior
• Measuring Collaboration Behavior
• If You Can’t Pass the Ball, You Can’t play!
• Mind the “Collaboration Trap”
• What We Can Do to Improve Collaboration
• Effective Collaboration Is More than Deliverables
• Do you hear me now: Leaders, Collaborators and Tool Makers

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