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For example, Lei never touches the T-shirts that he sells to clubs, companies or other groups. Instead, his genius has been to attract customers to ooShirts by using tactics that increase his ranking in free searches for terms like "custom T-shirts." His $2,200 cash investment went mainly to hire a programmer from India to help create the Web-based tools that visitors use to design and order their shirts.
Schoon often finds herself in situations in which companies have been attempting to get collaboration going for many years. Based on her experience in hundreds of client engagements, she has developed a top 10 list of mistakes that she has seen over and over again when companies try to travel the road to Enterprise 2.0.
