Why Dropbox Needs to Own Collaboration to Become a $100b Company
> ….and Why Composer Matters
I wish Dropbox all the luck in the world on building a better collaboration tool. They were the first company to really get file-sharing right. By which I mean simple, ubiquitous, and so obvious to use that even non-techy people could understand.
Collaboration is going to be harder. The world is full of failed attempts at this and for most companies falling back to Microsoft Word still is the best solution (argh!!). The problem is is that people still overly focus on the actual act of collaborating on the content-creation. This is important, of course. But plenty of companies do online creation pretty well and have very deep pockets (Google Docs is nice, Office 365 is also pretty good at this for starters).
What is always missing in these solutions is the presentation part. Remember that the act of producing the content is the first step. The second and often critical step is getting someone to read, to consume your content.
And this second consumption stage is where every major player falls down. In the end you need to be insert yourself into the way business is run while you slowly innovate from the outside in. Dropbox did this with file-sharing of course. But to do this with communication you need to be at least as good as what went before (Word) for the stodgy, the old-school, that is to say the people who actually write the big checks.
So if you are Dropbox reading this missive, which is highly doubtful, spend an engineer on perfect Word export. And PDF while you are at it. And export to email, make that work really cleanly. The collaboration part is easy these days; the consumption part is where the inertia is.