If a collaborative technology is to catch on, it first has to make sense to the individuals.
The problem / intent
Every technology has a learning cost. Sometimes the most advanced communication and collaboration technologies fail to catch on becuase users are reluctent to invest the effort requiered to master them.
Users are often reluctant to engage in on-line communication because they feel unconfident with the medium. This barrier can be easily overcome by learning to master the medium, but that requiers an effort which is hard to motivate until the medium is used and its advantages percieved.
To break this cycle, design the medium so that it has clear advantages as an individual tool, regardless of communication. Users will learn to use it in this functionality, and gradualy shift to a more collaborative mode.
While it may seem odd at first to design a collaborative tool for personal use, many technologies we use have this property. The idea is similar to sending an email to yourself in order to share a file between home and office.
Examples
WebLabs participants used WebReports first as a personal repository and note taking tool, then as a communitation and collaboration platform.