There are NO shortcuts. This is a fantastic article, and he lists a lot of good examples- machine learning, "social", crowdsourcing, AJAX, real-time.
I would add to that list "create a forum." Maybe that's part of "social." In marketing I hear it all the freaking time- you get a half-ass mediocre idea and it always includes some type of "forum" your customers will recruit themselves into somehow, and start to form a community. Most of these people have never been on a forum so I can't blame them for not knowing how it works, but it is a challenge.
I would add to that list "create a forum." Maybe that's part of "social." In marketing I hear it all the freaking time- you get a half-ass mediocre idea and it always includes some type of "forum" your customers will recruit themselves into somehow, and start to form a community. Most of these people have never been on a forum so I can't blame them for not knowing how it works, but it is a challenge.