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Web 2.0 delivers powerful benefits for an organization by multiplying the opportunities for collaboration and by allowing knowledge to spread more effectively as their interactivity promises to bring more employees into daily contact at lower cost. When used effectively, they also may encourage participation in projects and idea sharing, thus deepening a company’s pool of knowledge. They may bring greater scope and scale to organizations as well, strengthening bonds with customers and improving communications with suppliers and outside partners.
There is an abundance of untapped creativity and potential innovation inside every employee. These are people close to the company's customers, suppliers and partners. These employees have an experience base within and outside the firm itself. They are exposed to a wide range of stimuli in their daily life, from their families to their daily commute to work. Although employees are paid to work, it is often forgotten that they will willingly think for free. They become a cheap source of insight.
Impact innovation must be realized through teams. The idea for a new product may spring from the mind of an individual, but only a collective effort can carry that idea through prototyping and launch. If innovation is to be integrated with both business strategy and work processes it requires a broad network of social interactions.
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