FUTURISTIC GROOVES

Beyond Blogs, a BusinessWeek Cover Story by Stephen Baker and Heather Green

We’ve spent years talking about the value of the water-cooler conversations,” he says. “Now we have the ability to actually understand what these relationships are, how information and decision-making migrate. We see how people really work.” Why does this matter? The company can spot teams that form organically, and then can place them on targeted projects. It can pinpoint the people who transmit ideas. These folks are golden. “A new class of supercommunicators has emerged,” he says.