Why is it so important? If you're not innovating, you're dying. Death may be slow, and take a few years, but it will come. Most of the S&P 500 in 1970 don't exist anymore (they're assets & intellectual property gobbled up long ago by another, bigger, faster competitor). Here are some numbers, not in the study, to consider: - About 90% of adults under the age of 40 are on Facebook (higher in Canada & Northern Europe, a little lower in the US) - 39% of employees under the age of 25 would consider leaving their job if their company banned tools such as Facebook How can a company survive without attracting and keeping the next generation of employees? How can a company ignore the 2.0 revolution -- a revolution that has permanently changed the Internet, which permanently changed business as we know it -- while the competition embraces it? There's no better way to get an executive's attention by saying "the competition is doing it and if we don't we risk losing out." Point to some of the case study examples I've documented on this site (e.g. Sabre, BT, Placemaking, Janssen-Cilag and others) as proof, and cross-reference those against the adoption rates and findings in the study. The question is not whether or not an intranet or 2.0 is important to companies, the question is your company part of the revolution or being left behind?