I've read about this article on web 2.0 from the McKinsey Quarterly in Stephen Downes' OL Daily blog , and then followed his reference to Derek Wenmouth from where I took a look at Jane Hart's blog.
Over past two years, McKinsey has studied more than 50 early adopters of Web 2.0 who are using technologies such as blogs, wikis, information tagging, prediction markets, and social networks. From this they have drawn six insights on how companies can best use these technologies.
1 The transformation to a bottom-up culture needs help from the top.
2 The best uses come from users—but they require help to scale.
3 What’s in the workflow is what gets used.
4 Appeal to the participants’ egos and needs—not just their wallets.
5 The right solution comes from the right participants.
6 Balance the top-down and self-management of risk.
For more detail, read the full article: Six ways to make Web 2.0 Work, McKinsey Quarterly, FEBRUARY 2009 • Michael Chui, Andy Miller, and Roger P. Roberts
Derek provides a paraphrase of the six points.