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Social Business - use cases and best practice are pants!

At the IBM Collaboration Diner at the Social Business Expo we had a long conversation with my old friend Luis Saurez about use cases and best practice - he doesn't believe in them!  Luis was there to do Wednesday's keynote address on the topic he is famous for - Thinking Outside the Inbox - There is no We in email.  I was there as one of the invited thought leaders contributing to the cafe style debates IBM and Collaobration Matters had organised inside a 1940s American Diner styled after Edward Hopper's painting Nighthawks.  One of my customers, Janet Parkinson of The Smart Work Company, was there joining in the discussion with Luis, triggered by our belief that there aren't enough good case studies of businesses using social tools inside their organisations to show how Social Business can work.  I commented that part of the reason for that is the difficulty of getting enterprises to share something that can be a competitive advantage, but Luis immediately declared that use cases are useless!

His view is that every business is different, every business is unique.  Having a use case for some other firm doesn't really help much.  He wants to go in . ...