This is Lee Bryant talking about the best way to use IT within corporations. Interesting take on how IT within corporations (as opposed to what people use when they are at home) is limiting staff's creativity and performance. Unfortunately the code for the player is broken so i cannot embed it here but you can watch it on the reboot site here. Start watching about minute 12, bit too theoretical till then (basically about different ways of encoding progress)
Also some more talks by the guy on the same topic here (including one with a case study)
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.