The intranet – what is the elevator pitch?

I started an interesting discussion with my suggestion that the word "intranet" should be changed to something more relevant such as "web workplace" (which came from a brainstorming session inside NetJMC & Co on Linkedin).

The discussion has evolved in three places: this web, Column Two, and NetJMC & Co.

I've followed it closely in all 3 channels and have come to understand that intranet managers in companies where the intranet is already at Stage 3 do not feel a need to change the vocabulary.

This is for one of 2 reasons:

• They already have strong brands for their intranets that connote "online workplace"

or

• Their users are focused on services offered by the intranet and relate to those services more than the platform itself where those services reside (= the intranet).
  
  In these cases, the intranet has become invisible and is simply a transparent platform for essential services.

Organisations where the intranet is not yet positioned as essential work tools DO feel the need for a new term. "Web workplace" resonates with them. They believe it will help them trigger senior management interest because the term carries the purpose of what they are trying to achieve.

• "Thanks for opening up the discussion about what terms could replace the outdated intranet. "
• "To me, telling someone that I manage strategic direction and content management for our web workplace for employees provides a much clearer understanding of my role than referring to the intranet."

It is easy to say that words do not make a difference: it's what we do that counts. That's true when we are in the "friendly territory” of intranet-land where Intranet managers talk to each other and to business people who have "understood".

When we move to potentially "hostile territory" (just joking, but only a little) we need to change our language. I have a client I'm helping prepare for a 15 minute presentation to the top management board of his company. (90,000 employees). He has a short slot on their heavily-charged agenda (at a moment where the economic climate is tough) to request a multi-million euro budget to build an enterprise portal over the next 3 years.

What should he call the “thing” he is talking about? The intranet? The "enterprise portal"? The “web workplace”? How does he explain what he is talking about? Which term speaks for itself?

Words make a difference. They trigger reactions. They represent values. They are the “elevator pitch” which is what most intranet managers have a lot of trouble doing.

What term to you think works best from a "senior management perception" viewpoint?

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