A more realistic approach to work is the one being used by vendors that design solutions – software or hardware – to match the goals, measurements and workflows of vertical industries.
Consumerism seems to have gone to our heads, blinding marketing departments everywhere to the real purposes and goals of organizations who actually employ people – you know, businesses and public sector enterprises.
One dominant term for this consumerism rage is “way to work.” You can find examples on the websites of Unify Circuit (“A New Way to Work”), IBM Connections (“The Way Work Works”), Jive Software (“The New Way to Business” [sic]), and Microsoft Yammer (“Transform the Way You Work”). The theory on most of these websites, usually supported by sponsored marketing studies, is that if you just give employees the same wonderful tools they have as consumers, work will magically get better for everybody.
