On Monday on my trip to Toronto, I was seated next to an IT director of a large beverage company. We didn’t realize we had a common set of interests until the plane was about to descend. She asked me to give her an elevator pitch concerning the important shifts in IT — by now the landing gear was down and so I had to be quick.

I went into a discussion about how many organizations are viewing IT incorrectly today, at least in my opinion. Many view IT as a subtractive (a cost cutting activity) as opposed to the additive activity that the business should expect — focused on increasing the value of the enterprise as a whole.

I briefly talked about a few key concepts:

1) Ownership may be obsolete – today we have other options and ownership is a choice not a requirement. Our world is more dynamic than that.

2) Separate normal from uniqueautomate the normal and empower the unique. Use as much of what is abundant to capitalize on what’s scarce.

3) Focus on the future – move from reactive to proactive to predictive. We have the tools, we just now need to change our behavior and expectations

4) Create flexible systems of engagement – empower the workforce (or even the ecosystem) to do what they are good at. Make it a game if you can…

It seemed to reasonate with some of the issues she’d encountered.

Here is a video put together by some of the members of the HP CTO office about these issues.

There is also a post containing a few key trends that some of the HP CTOs believe are important for 2012 and a similar 4th wave of computing post I made a few years back. I also did a podcast on a more tactical view of the implications on 2012 last week, if you’re interested.