All I know is I gag whenever I’m approached by a corporate group who want to put out a new “fill in the blank” and get buy-in from everyone. I first think 1) “You and how many others?” 2) “For them to prioritize against how many other similar messages from how many other similar groups?” 3) “assuming they have access to which channels?” 4) “assuming that even with access they’re going to ‘read’ the announcement let alone act on it”.

All of this goes back to the issues we see with brand. Even the company as a brand is not controlled by the company. The problem is that the employees don’t realize this either and aren’t capitalizing on their own ‘market’ power. Why? Because it’s still a closed market. 2.0 is the transparency to ‘open’.