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2005 05 10

on corporate blogging and Apple

Hugh MacLeod makes some good points on why corporate blogging works (likely everywhere but France — the case is completely different here), but I just have to disagree about the example chosen to illustrate the alignment of A (the company’s speech) and B (the customers’ opinion).

Point 11 brings us to the need for a porous membrane between A and B, which looks like some different way to express the need for transparency. But then the example of Apple’s success just doesn’t fly.

In Apple’s case, the membrane is porous in two straight ways:

  • from A to B: when Apple issues a new product and immediately showers its customers with coolpaganda so much that they think it’s unnatural not to think the product is cool,
  • from B to A: in a much slower way, when customers blog so much that is perfectible in Apple’s product, or that they just desire from Apple; and then they wait and speculate.

There is no two-way conversation going on.
There is no transparency involved, the membrane between Apple and its customers is but a cliff.
In short, Hugh’s demonstration holds true for myriads of successful companies, but I don’t consider Apple one of them.