A report from AIIM Market IQ released last week says that while businesses firmly believe that embracing Enterprise 2.0 concepts is critical, many companies still don’t quite understand what it encompasses. That’s what our researchers at New Paradigm might call “fertile ground.”

According to the report, which surveyed 441 business people, while 44% of respondents said Enteprise 2.0 is critical or important to business goals, and another 27% said it has an average impact, 74% said they were still unclear about what it is. The biggest factor in stymying growth and impacting mindshare is corporate culture.

Of course this is one report, but taken on face value, it reminds me of the early days of e-business, when everyone knew they needed to be involved, but some still couldn’t put a finger on what they were doing. Of course, the same can’t be said of the dozens of New Paradigm Enterprise 2.0 clients today, most of whom are at the cutting edge of Enteprise 2.0 adoption and implementation. They already understand that letting your people get caught up in nomenclature — the corporate culture issue — is a surefire way to stifle growth and let competitors take the lead.