I'm in Boulder, CO, all week on business and had the pleasure of having lunch yesterday with John Winsor, author of Beyond the Brand. Really sharp guy. He wrote a great blog post that is so in synch with my focus on the ecology of business... connections and systems, not components and silos:
Unfortunately, many companies have actually become divorced from the world around them... They must find a way to reconnect with the world before they can hope have a dialogue with their customers. The key is to first become in sync with their surroundings. The blogoshere is starting to offer a unique opportunity.
Companies can achieve synchronicity by going beyond the old model – of us and them, producer and consumer, company and customer – and developing a more organic, albeit more complicated model of the relationships that people inside a company have with people outside the company. Concentrating on these relationships means thinking about the dynamics of any organic system of give and take, ebb and flow. A system based on a dialogue. If traditional branding is all about searing the name of the company into a consumer’s mind, then the willingness to interact in the blogosphere is all about slowing down enough to have an honest dialogue with people. It is about a journey of learning rather than the accomplishment of the ‘right’ channel and message.