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gapingvoid: "cartoons drawn on the back of business cards": the porous membrane: why corporate blogging works.
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"gapingvoid: "cartoons drawn on the back of business cards"
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May 9, 2005
the porous membrane: why corporate blogging works.
The other day somebody asked me to explain why corporate blogging works. Sure, we know it's the hot new thing and people are paying attention to it (including big media)... but why?
Why does it work? Seriously.
So I drew the diagram above.
1. In Cluetrain parlance, we say "markets are conversations". So the diagram above represents your market, or "The Conversation". That is demarkated by the outer circle "y".
2. There is a smaller, inner circle "x".
3. So the entire market, the "conversation" is seperated into two distinct parts, the inner area "A" and the outer area "B".
4. Area "A" represents your company, the people supplying the market. We call that "The Internal Conversation".
5. Area "B" represents the people in the market who are not making, but buying. Otherwise know as the customers. We call that "The External Conversation".
6. So each market from a corporate point of view has an internal and external conversation. What seperates the two is a membrane, otherwise known as "x".
7. Every company's membrane is different, and controlled by a host of different technical and cultural factors.
8. Ideally, you want A and B to be identical as possible, or at least, in sync. The things that A is passionate about, B should also be passionate about. This we call "alignment". A good example would be Apple. The people at Apple think the iPod is cool, and so do their customers. They are aligned.
9. When A and B are no longer aligned is when the company starts getting into trouble. When A starts saying their gizmo is great and B is telling everybody it sucks, then you have serious misalignment.
10. So how do you keep misalignment from happening?
11. The answer lies in ""
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