A common pitfall in the implementation of hybrid working strategies is the confusion of communication with collaboration.

It is a simple mistake to make. After all, they are similar processes, that are at the same time critically different.

Collaboration is about co-creation, not just communication.

True collaboration is when people come together to build and critique things in real time. It is much more than just being able to effectively communicate, it needs to be able to support people when they are required to create and build.

Face-to-face, the difference can go unnoticed. A meeting conversation can seamlessly transition into a collaborative brainstorm on a nearby whiteboard.

In the technology world the difference is pronounced.

Whilst video conferencing tools can be helpful for communicating content and knowledge, collaboration requires different, specialist features. Ones that allow you to build, create and critique work effectively.