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Key Idea: Make Every Employee E-Responsible

Adam Ginsburg, founder of Aptrix, knows that some business owners and IT professionals might have nightmares if every employee had access to a page on the company's web site. However, he believes that the net should become an extension of each person's work area.   More...

Key Question:


When employees are productive they are happy and there's no better way to increase productivity than to give employees online responsibilities.

Q:  What would happen? Would content management run crazy? Would grammar and spelling mistakes appear everywhere? Would bad ideas pop up? Would too many people be spending too much time with little return?

A:  All of this is certainly possible. And with small businesses over 100 employees, that would involve many pages of content to monitor. Yet, if each of these pages were integral pages of a business plan as well as your web site, what might be the result?

In 1995 we said, "Get email and a web site." Now, we are saying, "Get everybody involved." Every person in a business has a public face and should be responsible for maintaining at least one page that reflects their work area and the relevancy of their contribution to the overall success of the business.

Aptrix is one of many businesses that have developed tools that make the interface to one's web site as easy as word processing. This is the extension of the participatory democracy that Carol Schroeder discusses in the episode about her and her company, Orange Tree Imports. The fundamental issue is trust and building your team.

Think about it

What would it take for you to give every employee access to web page creation?

Clip from: E-Culture - Online Everywhere All The Time

AROUND THE WORLD:  Some of the best, the most-creative among us, will more-fully integrate some aspect of the greatest corporate convergence in history --  Broadcasting - Information - Communications - Education - Publishing - Systems. The result will be "the next big thing." The audacious, out-of-the-box thinkers, will lead us. Because these new efficiencies and abilities require one to pick up and run quickly, essentially "small business" can have, and will have, the biggest impact on the unfolding of the future.

This convergence redefines everything.

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Adam Ginsburg, founder, CEO

Adam's company was acquired by IBM in 2003.
He currently works for them within Workplace Services Express.

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Year Founded:

Make Every Employee E-Responsible

(Voiceover) We visit Aptrix. Founder Adam Ginsburg works with his teams in Boston, London and Sydney, where we met him.

This small business does more than design Web sites. Their software turns Web page development over to everyone in the business. Content can become everybody's responsibility. And in an e-culture, every person on your team is responsible for certain Web pages. They write, edit and update the actual Web pages as an extension of the work and value that defines them within the business.

ADAM GINSBURG (Aptrix Founder): I mean, they've got a massive amount of content, different audiences. We have to target the right people, speak in their language.

HATTIE: When someone buys your product, what are they buying?

ADAM: They basically buy software and then they will also usually buy some training services to be able to learn how to use that software.

HATTIE: OK. What does your software do for them?

ADAM: What it does is it makes it easy for them to maintain the content for their Intranet, extranet and Internet sites.

It allows non-technical people to keep those sites up do date.

It allows you to put some business processes around that, publishing their content, so you might have somebody in the marketing department creating the content, somebody in the compliance or legal department signing it off and then automatically that appears on the Web site. So really it just makes it easy for people to publish content, to then use as whether they be employees or customers out there. And also you can distribute it so the moment you -- one person is changing your Web site, you can actually distribute it to, you know, 10, 20, 100 or 1,000 people out there and they can all be using the same system and contributing to the same Intranet or Internet site and keeping it up to date. So it automates the process.

It's guided altering. It simplifies it and really makes it easier to maintain and easier to build those sites.


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