OK, this post really isn’t about PR. But it is about how Web 2.0 technology and values are getting traction well beyond the fields of marketing and communications – the ostensible focus of this little blog. Witness the agenda of the upcoming World Economic Forum in Davos, as outlined in this BusinessWeek article: collaborative innovation. Sound familiar? None other than Wikinomics guru Don Wapscott will regale the world’s intelligentsia and moguls about topics like collaborative marketing and radical transparency. So if the global business elite can discuss this, why is it still so hard to get through the door at your friendly company around the corner?