Every Tuesday, I hang out for the IT section of The Australian. Most weeks it’s filled with crap I’m just not interested in or really techy articles that shoot way above my experience. This also assumes that someone has not stolen it from the café before I’ve had a chance to read it. Newspaper theft is, to this day, something that still baffles me.

My point of interest today was an article regarding business and Web 2.0 - or rather, their lack of a relationship with one another. To save some reading (though please do, just because) the general gist is that business isn’t quite sure of what Web 2.0 is or of how they can use it, but there are lots of businesses that want to. They’re just not sure of how to implement it. Oh, and some guy named Andrew Keen feels “the biggest danger in business terms is that everyone assumes they should be doing Web 2.0, so companies should be blogging and whatever, and a lot of it is just a waste of time. Companies should be maximising their profit.”

Perhaps if business is interested in the power of Web 2.0, it can have a look at Mini-Microsoft. Probably one of the more famous examples, Mini-Microsoft was instrumental in effecting change within management processes at Microsoft all through his blog. Read the blog if you’re interested in specifics but if you’re not, just know this guy openly and publicly criticised Microsoft and its business policy whilst still employed by the company.

There are times when I feel like Web 2.0 is my little secret. I had my eyes opened a few years ago by a good friend who gave me a copy of The Cluetrain Manifesto, probably one of the most amazing reads of my life. A concept so simple, yet so easily misunderstood. And then I wonder whether I should share this revelation with others, or keep it to myself Gollum-style. But that wouldn’t be very Web 2.0 of me, would it?

Then to business I offer this: if all you’re trying to figure out is how you can make money out of it, you won’t. But if you’re interested in enhancing the experience of your customers, well maybe we’ll meet you there…