Everyone is talking about Web 2.0. In recent months, the term has been tossed around like bad riffs at a Pickin’ on G n’ R concert. Yet, unlike tickets to that show, everyone wants a piece of Web 2.0.

But what is it? When we bring it up to prospects at sales meetings, we’re more often than not met with blank stares. So, let’s discuss web 2.0 and try to arrive at a simple definition.

Dominic Citino, on his blog Retail Rumblings, gave a great overview and outline of what Web 2.0 is all about. But let’s boil it all down a little further.

First of all, the web isn’t new. It’s been around in the public consciousness for over 10 years now. Lots of people have tried to make use of it in lots of ways and have failed many times over. They failed because they tried to apply old rules to a new game (the old rules being how we interact with our consumers, and the new game being the web).

Second, the web changed everything. Particularly, it changed how we interact with each other and with our consumers. There are new rules for business owners like you. All of these rules are basically summed up when you admit that, “Duh, I’m not in charge anymore, the Consumer is.”

Welcome to Web 2.0.

Web 2.0 is about redefining our attitude about the web in general. Rather than trying to use the web for our advantage, Web 2.0 is about realigning our relationships in light of the way people interact in today’s age.

It’s not about new web technology, it’s about using the same old technology in a manner more conducive to today’s environment.

According to its entry at Wikipedia.org, Web 2.0 is:

Web 2.0 is a term describing the trend in the use of World Wide Web technology and web design that aims to enhance creativity, information sharing, and, most notably, collaboration among users. These concepts have led to the development and evolution of web-based communities and hosted services, such as social-networking sites, wikis, blogs, and folksonomies. The term became notable after the first O’Reilly Media Web 2.0 conference in 2004.[2] [3] Although the term suggests a new version of the World Wide Web, it does not refer to an update to any technical specifications, but to changes in the ways software developers and end-users use the Web.

In short, the web changed everything overnight. The market changed. The consumer changed. Business models changed. The economy changed. Products changed. Services changed. The only thing that didn’t change overnight was your perspective as a business owner. And that’s what Web 2.0 is all about. It’s bigger than a particular technology or methodology. It’s about your way of thinking. You can’t “use” Web 2.0. You can only realign your approach so as to be relevant in the Web 2.0 environment.

Bottom line- Web 2.0 is not a bandwagon you can jump on. It’s simply the way things are today. Get on board or get left behind.