Jan 30, 2004

I picked this from somewhere on the net...interesting view points...specially coming from David himself (my claim to fame is that David once mailed me !)For those who'd say "David who??" ....David Weinberger is co-author of The Cluetrain Manifesto and author of Small Pieces Loosely Joined. He is also a a blogger extraordinaire.

Learning From Political Blogging
Go Off Message!
By David Weinberger

The point is that it's a campaign blog, and campaigns aren't individuals. Neither are corporations. So, I think this first, successful campaign blog points to what corporate, commercial weblogs will become.

The most significant lesson is, I believe, the importance of going off-message

This is a tough thing for businesses -- and political campaigns -- to learn. We've been trained for decades to think that marketing is all about pounding a single idea into the warm, mushy brains of consumers...over and over and over until the consumers want to seal their ears with molten lead or maybe just buy a TiVo. We "consumers" are totally bored with the safe, bland jingles we've been fed. We're eager to hear some real voices. And we want to do much of the talking for a change. We want to connect...to one another and to partisans inside the organization who share our passion. We want to talk about what we want to talk about, not about what the business keeps telling us is interesting. We don't want to be "messaged" to, we're not mere "consumers" of goods, and you may own the product/service but we own our conversation about it. We're going to talk about what we want to talk about.
Compare and contrast with the message-focused marketing mentality: Simple, uninteresting message. A one-way broadcast. Intense control of the communications. Keep it simple, stupid.

There's nothing wrong with any of that, except everything. What's appealing to us in a campaign blog and, potentially in a corporate blog, is precisely the lack of message discipline. And that's a lesson businesses desperately need to learn.

Brilliant piece...strikes the nail on the head ...what say??