Weinberger Masterclass

Here's another masterclass from Mr Cluetrain himself.  One point he makes is that companies should realise that the blogopshere is not about them.  Even when blogs are talking about a company's products, they aren't talking about the company's products themselves, they are talking about what those products mean to them in their lives.  It's a slightly tricky distinction to make but one that is very clear when we prepare our blog reports.  We sometimes call it the 'ownership experience' -  a very, rounded practical report of what it's like to live with a product everyday.  There are always some surprises.  As an example we recently did a report for a frozen food company and found that whilst people like the products, they sometimes don't buy them because they are so heavy to carry home.  There's also a great section about another subject dear to our heart at Collaborate - risk.  Better that you just go and listen to it (near the end) but suffice to say it includes this line: "There is a huge risk in not taking risks".  Sublime.