I very much agree with your point. Crucial in my view is to first identify a common problem for which a particular Web 2.0 tool can be a practical solution. Once this tool has proven to be successful in this joint collaborative context, there should be a wilingness and common ground for geeks and "technophobes" to jointly explore Web 2.0 support strategies for more complex work processes. This one-step-at-a-time approach, in my view, is the only way to bridge the gap. An interesting case in which I want to explore this idea further is a university project I am currently consulting for. It concerns a blended learning project in which law students doing their internships in law firms all over the Netherlands are to use a mix of high technologies (videoconferencing, portals, portfolios) to communicate with each other and their professors. Although it sounds simple, the project in which this is to be realized turns out to be highly complex. There is a web of issues to be resolved, both with respect to the technologies themselves and the design of the e-learning processes that make use of them. Coordinating the ever changing project activities between all the technology departments ("the geeks") and law faculty members ("the phobes") is very difficult. We have now agreed to use a Web 2.0 task management tool, Remember The Milk, to try and organize our project work better. A powerful feature of this tool is that it allows to do-items to be tagged and then lists of to do-s to be published as news feeds. By tagging tasks with the names of the persons responsible for them, and by publishing a list for each project team member, it should always be possible for everybody to see an up-to-date list of what they have to do. Both phobes and geeks seem very enthusiastic about this idea, which we are going to try out in the next few weeks. This could be an important step towards more effective use of Web (2.0) tools, and better understanding between the two cultures. To be continued.