In this new context, by comparison, anybody who writes anything, whether it’s an individual or a team, is now exposed in the commons. Everybody is required to review three deliverables other than their own and rank and review them. That’s a little foreign, and there’s a fair amount of pushback on that. People say, “What do you mean, other people can see my stuff?” And I say, “Well, that’s how peer learning works.”

<p>The motive in this kind of social context is altruism. It’s to help others. By contrast, the motive in a business context is all about profit.</p> <p>Enterprise behavior is different. You can’t take the same social technologies and plop them into a profit-making context and expect that people will immediately engage. The question is, once the underlying motivation shifts from purpose to profit, will the motivation to engage persist?</p>