I did not suggest a better term than adoption, since none comes to mind. Maybe I should be more explicit and ask: is there a term that describes the process of attaining a business goal; from the perspective of the goal, not the process?

I’ll start off in the same vein by calling your attention to the phrase you used in your post, the “need to overcome culture.” Overcoming culture is not a phrase or concept I would advocate. It is a worthwhile question to talk about how we discuss our stance and response to existing culture. I tend to use the phrase “bridging the cultural gap, because it validates both the old and the desired new culture.

I agree with you that we should talk about meeting the needs of our clients. It is the “what’s in it for me” question. Providers, consultants and some organizational leaders because of our respective charters do talk about adoption or deployment. Adoption does have a meaning that we will be influencing others to take a new action and that these others are not currently ready to take this action. I don’t necessarily see this in a negative light. For example, I could say I would like to see others adopt more healthy eating habits. However, this does have to be integrated with a respect for where others are at and the ability to work with them in meeting their needs, e.g. having a long, healthy, active life. Similarly, “deployment” can occur in an environment where we respect client needs though admittedly it’s past usage does have a more unilateral tone.

We are left with the question of what is a short-hand way of describing our wish to see an organization’s productivity positively impacted through use of Ent 2.0 tools in a way that tells others what we are talking about.

I’d be inclined to still use the word “adoption” until a better suggestion comes along with the caveat that this is in the context of meeting the organization’s goals and respecting the organization’s needs. I agree with you that we need to behave in ways that reflect that it is not about us, it is about them.