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@Rich - beware of the too formulaic approach. In some organizations the solutions or products parts are owned by one group, the brand by another. Which often means this really polar personality that doesn't stick at all.

@Allan - probably because you can't message your customers too much. Seriously, there's this constant need for group validation that prevents a company from developing a voice.

@Harriet - and to think that stories are what connect people to each other, including customers to companies.


Great post. Too often we are facts first and story second. In fact, when it comes to convincing people of the need for good writing, I may well use some of your words to tell my own story.

Thanks, John

Good thinking and nice post! Creating relationships and positioning your B2B offerings as a "thought leader" allow social media to have a meaningful role as part of the storytelling. Here's our current take on social media for B2B: http://www.morningstarcomm.com/LuminaryBlog.aspx?id=1872

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