Dare to Cross
By now you're probably saying, "Forget it, this is a chasm neither I nor my company are crossing!" Yes, it may be unrealistic to think your newsletter would ever share any of these traits, at least in their purest form. But look at the underlying lessons. Corporations large and small pride themselves on creating an image bigger than life. Along the way, we've lost touch with not only ourselves but also the people we communicate with. If companies don't move toward authenticity, personal voice, passion, freer speech, truth, and reality, they'll continue to loose touch with customers.
Do you dare start your company down this path? Can you find someone in your company who's passionate? Who has true, unedited knowledge to share? Maybe you're not ready to go out in the world with a full-fledged blog, but at least give this person voice in the form of a column with at last two or three blog characteristics. Let this person reach out and touch your customers in a new way. See what the response is like. Your newsletter readers will welcome the freshness and reward you with renewed interest -- in not only your newsletter but also your company.
· Unedited knowledge to share
· Unedited Escape to share [COLD River]
