Is the secret "Social Software" or the underlying context/doctrine/mindset for an organization?
In 1940, the French had more tanks than the Germans and many like this Car B were better armored and had better guns.
So they had "Good" new software and lots of it. But they "saw" the tank as a mobile pill box that supported the infantry in a war just like the one that they had won in 1918.
The main German Battle Tank in 1940 was the Panzer III. Many were Panzer I's and II. They had only a few Panzer IV's. BUT - they "saw" the Tank as part of a raging torrent of offensive force that drew on the learning about their successful offensive tactics of the Storm Troops in 1918.
My point? The winners in 2008-2012 who will trash the traditional competitors in a Blitzkrieg of their own - will be those that have the better organizational doctrine/mindset.