You get your graphic designer and tell him: “You. Go look at some web 2.0 sites and make our site look that way! NOW!”. Then you ask your programmer: “You. Do you know AJAX?” and he reply “No.” and you reply “You are FIRED!” and you hire an AJAX specialist. You tell him “No page must reload. All forms and navigation must go through AJAX calls!” ( After a couple of months you’ll fire him again because your SEO is not working 😀 ). You add a blog to your web site.
You do almost every thing right, but does that make your site a Web 2.0 site?! You go and you preach: “We’ve got a Web 2.0 site!”. Due to the current situation out there, most people will think “Damn, so THIS is Web 2.0!”. Meanwhile you are adding to the misconception of Web 2.0!
Web 2.0 is NOT about the graphics. It is NOT about the AJAX. It is NOT even about having a blog on your company web site! Web 2.0 is a concept!
Trackback goes to stii, nice one.