Yesterday, I did a little spring cleaning of this site – basically reducing the number of categories that I have on the site – and came across a number of early blogging articles that I had written. One that caught my eye was a very quick post that I did in May 2005, entitled Why Corporate Blogs Work. It featured this diagram by Hugh Macleod of Gaping Void:
And this is what it represents:
- ‘Y’ is your market or The Conversation
- ‘A’ represents your company – the suppliers. Hugh calls it the”internal conversation”
- ‘B’ represents peopl ein the market who are buying (not making)
He goes on to further say:
“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”.
Hugh identifies that you want ‘A’ and ‘B’ to be as closely aligned as possible. An example he gives is of Apple – the staff and people at Apple love the products and so do their customers – this is alignment. When the two elements are saying different things, this is is misalignment.
“The more porous your membrane (“x”), the easier it is for the internal conversation to inform and align with the external conversation, and vice versa.”
It was right back in 2005 and holds as much weight in 2009.
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