When you are no longer aligned with your customers is when the company starts getting into trouble. When you start saying your gizmo is great and your customers are telling everybody it sucks, then you have (a) serious misalignment.
So how do you keep misalignment from happening?
The answer lies (in) the cultural (corporate) membrane that separates you (the company) from them (your customers). The more porous the membrane, the easier it is for conversations between you and them, the internal and external, to happen. The easier for the conversations on both sides to adjust to the other, to become like the other.
And nothing pokes holes in the membrane better than blogging.
read the rest of Hugh MacLeod’s notes of his presentation to UK PR outfit Edelman, via Seth
