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    Five Reasons Why Web 2.0 Matters

    posted Wednesday, 7 December 2005
    I've been spending a lot of time lately with folks around the mid-Atlantic region and talking to them about Web 2.0.  I get the expected full spectrum of responses ranging from genuine interest and active enthusiasm to some outright hostility.  Part of it is where the Web 2.0 space is still: an elite niche of technologists with a growing wider awareness that's just beginning.

    Most of us know that the technology industry and the Web are often far out ahead of the mainstream.  The fact is that the general public is still struggling with blogs and wikis, much less full blown architectures of participation and software as a service (to name just two aspects of Web 2.0).  Not sure about this?  Try sampling a few people at random and ask them what a blog is.  You will probably be surprised with the answers.  Nevertheless, I'm extremely sanguine about Web 2.0 and where it's headed (notwithstanding Bubble 2.0 type events like the RSS Fund assembling a massive $100 million warchest and using it with questionable judgement.)

    While generally exciting and engaging by most accounts, one thing my public presentations on Web 2.0 don't seem to address is the value proposition to the average person or organization.  Why should they spend their valuable time to leverage Web 2.0 ideas, participate in Web 2.0 software, or even create new Web 2.0 functionality?
    How exactly does taking the effort to do this become worthwhile?  That question doesn't seem to be asked often enough or generally articulated.  Web 2.0 is exciting enough in its own right to sustain lots of interest and buzz, but how does it translate to delivering tangible value to the world at large?

    To address this, I've thought fairly long and hard, and come up with a starting point at least.  I've tried to create the most distilled, direct explanation of the benefits that Web 2.0 best practices can provide in using and building engaging, useful software on the Web. 


    Five Reasons Why Web 2.0 Matters


    1. The Focus of Technology Moves To People With Web 2.0.  One of the lessons the software industry relearns every generation is that it's always a people problem.  It's not that people are the actual problem of course.  It's when software developers naively use technology to try to solve our problems instead of addressing the underlying issues that people are actually facing.  Then the wrong things inevitably happen;  we've all seen technology for its own sake or views of the world which are focused much too little on where people fit into the picture. Put another way, people and their needs have to be at the center of any vision of software because technology is only here to make our lives and businesses better, easier, faster or whatever else we require.  Web 2.0 ideas have been successful (at least) because they effectively put people back into the technological equation.  This even goes as far as turning it on its head entirely and making the technology about people.  Web 2.0 fundamentally revolves around us and seeks to ensure that we engage ourselves, participate and collaborate together, and mutually trust and enrich each other, even though we could be separated by the entire world geographically.  And Web 2.0 gives us very specific techniques to do this and attempts to address the "people problem" directly.

    2. Web 2.0 Represents Best Practices.  The ideas in the Web 2.0 toolbox were not pulled from thin air.  In fact, they were systematically identified by what actually worked during the first generation of the Web.  Web 2.0 contains proven techniques for building valuable Web-based software and experiences.  The original Design Patterns book was one of the most popular books of its time because it at long last represented distilled knowledge of how to design software with ideas couched in a form that were reusable and accessible.  So too are the Web 2.0 best practices.  If you want to make software deliver the very best content and functionality to its users, Web 2.0 is an ideal place to start.

    3. Web 2.0 Has Excellent Feng Shui.  Yes, I'll get in trouble for stating it this way but I think it fits, here goes...  I'm a technologist by background and I don't buy into the new-agey vision of Web 2.0 that has sometimes been promulgated.  And I certainly don't believe that Web 2.0 has a "morality" as the famous Tim O'Reilly/Nicholas Carr debate highlighted.  However, as someone that has designed and built lots of software for two decades now, I have plenty of regard for the way the pieces of Web 2.0 fit together snugly and mutually reinforce each other.  Why does this matter?  It has to do with critical mass and synergy, two vital value creation forces.  Taken individually, Web 2.0 techniques like harnessing collective intelligence, radical decentralization, The Long Tail are quite powerful, but they all have a potency much greater than their simple sum and they strongly reinforce each other.  In fact, I'll go as far as to say that only "doing" parts of Web 2.0 can get you into some real trouble. You need a core set of Web 2.0 techniques in order to be successful and then the value curve goes geometric.  This is why the ROI of software built this way is so much greater.  Here's an earlier post that provides more detailed examples of why this is.

    4. Quality Is Maximized, Waste Is Minimized.  The software world is going through one of its cyclical crises as development jobs go overseas and older, more bloated ways of building software finish imploding as the latest software techniques become more agile and lightweight (sometimes called lean).  The guys over at 37Signals say it best...  Using Web 2.0 you can build better software with less people, less money, less abstractions, less effort, and with this increase in constraints you get cleaner, more satisfying software as the result.  And simpler software is invariably higher quality.

    5. Web 2.0 Has A Ballistic TrajectoryNever count out the momentum of a rapidly emerging idea.  For example, I'm a huge fan of Eric Evans' Domain Driven Design but it's so obscure that it will probably never get off the ground in a big way. There's no buzz, excitement, or even a general marketplace for it.  This is Web 2.0's time in the sun, deserved or not.  You can use the leviathan forces of attention and enthusiasm that are swirling around Web 2.0 these days as a powerful enabler to make something important and exciting happen in your organization.  Use this opportunity to seize the initiative, ride the wave, and build great software that matters.


    Certainly there are other reasons why Web 2.0 is important and you're welcome to list them here, but I think this captures the central vision in a way that most anyone who is Web literate can grasp and access.

    BTW, I will also use this moment to state that Web 2.0 is a terrible name for this new vision of Web-based people-centric software.  Except that is for every other name we have at the moment (for example, like "next generation of the Web").  So I will continue to use Web 2.0 until something better comes along.

    OK, don't agree?  Please straighten me out.  Why does Web 2.0 matter (or not) to you?

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    1. Ken Yarmosh left...
    Wednesday, 7 December 2005 2:03 pm :: http://www.technosight.com/blog/why-web-

    Dion...interesting. I tend to agree with you. I've been thinking about something similar and started a new series about it on my blog yesterday. When are we getting together?


    2. Jim Benson left...
    Wednesday, 7 December 2005 6:31 pm :: http://ourfounder.typepad.com

    Dion and Ken ... The reasons we need it ... spot on. But I've been pondering the continuing dislike of the term "Web 2.0". No one likes it. I think it's overly precise. I mentioned this yesterday in another comment here. But today I put my blog where my comments were and discussed how Web 2.0 makes us focus on the browser and not the interaction.


    3. profesional web design left...
    Thursday, 8 December 2005 3:54 am :: http://www.wickedinnovations.com

    yes i think the web 2.0 is a lot more browser dependent.


    4. Michael McDerment left...
    Thursday, 8 December 2005 9:56 am :: http://www.michaelmcderment.com/

    Great post, Dion. For what it is worth, the thing that really resonates with me is that "Web 2.0" is based on best practices. Having learned how to do things better (finally learned how to do them right?), and implementing best practices, means a lot. I really think this is an extension of your first point "the Focus of Technology Moves To People With Web 2.0". This "focus" makes technologies easier to use and more closely aligned with what users actually WANT/NEED as opposed to what developers want to build. Technologies developed in this way accelerate adoption of internet leveraging technologies within the mainstream markets - so everybody wins.

    Customer focus, which is manifested in Web 2.0’s “continuous feedback”, is an age old business concept – it’s great to see the web growing up.


    5. Pete Stoppani left...
    Thursday, 8 December 2005 9:05 pm

    Well, since you brought up the Web 2.0 name issue, I have to say the name is a huge oxymoron to me. How can a concept that has "continuous beta" as an attribute have a version??? At best it should be Beta Web :)

    How about "Web Patterns"... since you're fond of "Design Patterns".


    6. Patrick Cormier left...
    Friday, 9 December 2005 11:00 am :: http://imbok.blogspot.com/2005/12/why-we

    Hi Dion - wanted to trackback to your article but your server is refusing connections. So here it is by way of comment: Honorable Reg Alcock, President of the Treasury Board, has been quoted saying that the way we define requirements in the federal government dates back from mainframe times. I agree. All too often, public servants will dutifully attempt to come up with a frozen list of requirements, unwittingly ignoring emerging trends & technologies (...)


    7. Bret left...
    Friday, 9 December 2005 2:57 pm

    Please look up what Feng Shui means. I applies to the design and layout of physical structures or spaces, not ideas.


    8. Dion Hinchcliffe left...
    Friday, 9 December 2005 3:05 pm :: http://sphereofinfluence.com

    Michael:

    Yes, I agree, the continuous feedback concept is big and going to get bigger.

    Pete:

    "Web Patterns" is good but only close. But we do need a better name at Web 2.0, which does represent design patterns and business models of the next generation of the Web.

    Bret:

    Feng Shui means "harmony in design" and I believe that represents Web 2.0 all the way.

    Keep the comments coming folks, that's what it's all about....

    Best,

    Dion


    9. ben left...
    Friday, 9 December 2005 4:45 pm

    This is precisely why "Web 2.0" does not matter -- it's a bunch of gee-whiz jargon jammed together. Feng Shui, long tail, "Technology Moves to People" -- those are meaningless, pretentious, pointless, fuzzy statements.

    There are some good things happening which are being described as "Web 2.0", sure. But in the vast majority of cases they're just incremental changes, or slightly new ways to amalgamate pre-existing technologies. You can't even define it in technical terms -- just with hype and trendy buzzwords. When your #1 reason is something nebulous about "people power" and your #3 is "Feng Shui", that proves beyond doubt that you've got nothing of actual substance.


    10. Dion Hinchcliffe left...
    Friday, 9 December 2005 5:30 pm :: http://sphereofinfluence.com

    Ben:

    Thanks for your comments but please read the rest of the articles on this blog. I believe that I clearly articulate the ingredients of Web 2.0 with enough substance to satisfy most.

    In fact, I wrote this particular piece to answer the argument that Web 2.0 coverage is often too inaccessible and obscure for most people (and I made it clear who the audience was in the article).

    I do however find it fairly amusing that when I write a more approachable explanation of Web 2.0, that I then get a large number of folks criticizing it for lack of detail.

    And don't forget to read the rest of the articles here. You'll find out Web 2.0 has so much to offer, both new and old.

    Best,

    Dion


    11. ben left...
    Friday, 9 December 2005 6:00 pm

    It's inconceivable to you that someone might simultaneously understand what you mean and disagree, isn't it?

    The technology that you claim as "Web 2.0" is cool, but it's not all that. It's XML, Javascript, CSS and a few other things applied in some neat new ways. I work with some of it, it's nice, but to me it's self-evidently evolution rather than revolution.

    The jargon and hype and the miasma of new buzzwords and claims that Web 2.0 will change the world because of its human-centered ballistic feng shui trajectory to the moon is just contemptible.


    12. Jonas Grumby left...
    Friday, 9 December 2005 8:08 pm

    Ok, I'll bite. In which articles do you "clearly articulate the ingredients of Web 2.0"? I've spent a few minutes browsing the archives, but I don't see much in the way of concrete listings. For instance, I'm not sure how you can write an article rebutting Joel (et al.) without listing anything concrete. After all, that's all it would take to rebut them - they claim that there's no there there. A statement such as "folks like Tim O'Reilly have painstakingly defined it" can't just be left floating there - it screams to be a link! Where has he done such a thing?

    Please, I really want to be convinced that there's something to the hype. Like Ben, I see an evolution that has blossomed and spread (how's that metaphor?).


    13. Jonas Grumby left...
    Friday, 9 December 2005 8:11 pm

    (oops... commented too soon. I found the O'Reilly post. But is there a reason you don't link to your own articles?)


    14. ben left...
    Saturday, 10 December 2005 12:41 am

    Here's a good one:

    http://validator.w3.org/check?uri=http://web2.wsj2.com/five_reasons_why_web _20_matters.htm

    Tell us more about the standards-based best-practice architecture there, Dion, please! Is this feng shui or is my qi in a karma? It's ballistically qualitative.


    15. karlo left...
    Saturday, 10 December 2005 6:42 pm :: http://www.fettisch.de/merkel.wmv

    WoW, Web 2.O! Voll www.Fettisch.de!


    16. Pete Stoppani left...
    Saturday, 10 December 2005 9:50 pm

    Dion, to me, Web 2.0 is both design/tech patterns and business models. I don't differentiate much between patters vs. models so changing "business models" to "business patterns" allows one to just combing all of Web 2.0 into "patterns". So, Web Patterns works better for me than any other name I've seen.

    Personally I think Tim O et al did the world a bit of injustice with such a quick jump to a name like Web 2.0; I'm certain we're stuck with it. Oh well. And don't even get me started on "mashups". Like the term "continuous beta", "mashups" are very unappealing and somewhat negative names.

    These are indicators that a bit too much of Web 2.0 is about hacking instead of good design. People still depend way, WAY too much on technical people (engineers); they are horrible designers (as in designing for human consumption).

    More people need to read Alan Cooper's "The Inmates are Running the Asylum".

    Carry on :) I like your blog because it actually tries to make sense of Web 2.0 rathern than just evangelizing it.


    17. Kenneth Stein left...
    Sunday, 11 December 2005 1:33 pm :: http://www.plexav.com/archives/person/aj

    You're close, Dion, but you're not quite seeing it. I'm reminded of a story...

    The devil and a friend were walking along a sidewalk. A man walking ahead of them stopped and picked up something he'd spotted on the ground. The devil started quietly laughing and his friend asked him what he found funny. “That man has just found a piece of the truth and has mistaken it for the whole truth,” The devil chuckled. “Having found what he believes to be the whole truth, he’ll now stop searching for truth alltogether.”

    Feel free to stop by Plexav.Com and say hello.

    ~Ken


    18. PJ Brunet left...
    Thursday, 15 December 2005 2:27 pm :: http://www.knowingart.com/

    One nice benefit of AJAX--thin computing. After 22 years of spinning drives and fans... total silence would be nice.


    19. Philippine Gifts left...
    Thursday, 5 January 2006 4:22 am :: http://www.mlagifts.com/

    Nice Blog of yours. Keep up the good work.

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    20. tomek left...
    Friday, 2 March 2007 9:52 am :: http://www.profesjonalna-reklama.pl

    Thanks for very interesting article.