In January of this year, Saugatuck informally interviewed 30 customer (developers and IT leaders) and business partner attendees (mostly ISVs) at IBM’s Connect 2013 event regarding their knowledge and perception of three increasingly widely-used, important and ill-defined terms/concepts: “Social Business,” “Innovation” and “Transformation.”

In analyzing the 30 interviews conducted in January, we noted eight business interaction/activity-oriented terms that we saw as a spectrum of recurring themes within our discussions regarding “Social Business.” We present the spectrum and define those activity types in Figure 1 (see below).

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