Last week I attended the New New Internet Conference in McClean, Virginia. The conference featured TechCrunch founder Michael Arrington and Harvard Business School professor Andrew McAffee. Michael gave a hilarious and insightful overview of what separates the winners and losers in the Web 2.0 business arena. Andrew McAffee is credited with coining the term "Enterprise 2.0." If you are not reading his blog you should be. His whitepaper on Enterprise 2.0: The Dawn of Emergent Collaboration is essential reading.

Professor McAfee is a brilliant and engaging speaker who made me want to quit my job and go to Harvard (unlikely that they would have me). His talk included practical advice on how to introduce Web 2.0 technologies in the enterprise by starting with collaboration tools. He also addressed the tension between structured systems and the open social network of Web 2.0 behind the firewall. A vice president of marketing I once worked for summarized this tension by saying, "Iron sharpens iron." It was his way of saying that the best decisions are reached and the greatest results occur when the strengths of two opposing forces are brought together for a common purpose. Forward thinking business and technology leaders who successfully integrate social networking tools with structured infrastructure will experience new heights of innovation.

To get to the New New Internet conference, I flew from the Forrester Technology Leadership Forum in Phoenix to Baltimore, expecting to arrive at midnight, giving me time to catch a few hours of sleep before setting up my demo station at 6:30 AM. Instead, because of a series of mechanical problems (a tear above the wing on the first plane and a leaking sink on the second, fixed with duct tape) I arrived in Baltimore at 3:00 AM, picked up my rental car and proceeded to drive around for two hours before finding my hotel. Was I lost? No, just bewildered. I talked the hotel manager down from a $300 room rate to $119. Took a $119 shower, shaved, suited up and headed to conference. I guess I'm gung ho for enterprise 2.0.

At 7:15 AM I demonstrated Attensa for Outlook and the Attensa Feed Server to a panel of judges including Jonathan Aberman of Amplifier Venture Partners , Phil Bronner of Novak Biddle, Charles Curran of Valhalla Partners, Karl Khoury of Columbia Partners and Tom Weithman of the Center for Innovative Technology.

Attensa was deemed to worthy of the title "Technology Pace Setter."

Here's what they had to say about us:
"Attensa - a world class RSS reader that solves the problem of synchronizing your feeds among multiple platforms, and also has shared intelligence technology, so that "group wisdom" can be applied to news feeds over an enterprise. You should check this application out I particularly liked the idea that within an enterprise a user could get a sense of which feeds were drawing the most attention."