In a post headed Tara and the Blue Monster, Hugh discusses Tara Hunt’s comments on Microsoft’s adoption of the Blue Monster; Tara’s scepticism is something that is shared by many, and she makes a key point:
… it isnâ€™t as simple as GM keeping Tahoe-bashing ads up on their site longer or Microsoft using a cool Hugh Macleod cartoon on their conference materials.
Subversion isnâ€™t a marketing tool. Itâ€™s a path to change. We canâ€™t lose sight of that.
If I’ve interpreted her correctly, she also alludes to another, equally important point: People want Microsoft to change. That is the essence of what made the Blue Monster such a hit, it was a way of people outside Microsoft telling people in Microsoft of the intense need for change, aÂ point that Hugh makes eloquently. [Disclosure: I have one of the first Blue Monster lithographs, and count both Hugh as well as Tara amongst my friends].
Hugh also refers to the effect that Scoble had within Microsoft:
I am reminded of a big A-HA! moment I had a few years ago when I first realized that the REAL story about Robert Scoble’s blog [when he was still working at Microsoft] was not about how it was changing external perceptions about Microsoft [“Oh, what a lovely blog. I think I’ll stop hating Microsoft from now on.”], but how it was stirring things up inside the company.
I think it’s more than that. When a company achieves critical mass in terms of “external” bloggers, there is no longer an inside or an outside. Blogs do not support hierarchies or vertical silos, they tend to be lateral and networked and and all-over-the-place. Blogs are not respecters of walls, whether inside the firm or at the firm’s boundaries.
Not having an inside or an outside. That’s how tomorrow’s customers will figure which of today’s companies to bless.Â