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May 13, 2005
Corporate bloggers: poking holes in membranes
Posted by Dominic Basulto
Hugh Macleod of Gaping Void explains why corporate blogging works. The key, says Macleod, is creating a "porous membrane" that enables people within the company having "internal conversations" to relate better with customers outside of the company having "external conversations." Blogs, quite simply, "poke holes in the membrane," thereby enabling ideas to move freely between internal conversations and external conversations.
OK, OK... it makes a lot more sense once you've seen the diagram and read Hugh's 15-point summary.
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