Doc Searls reads Jonathan's blog and notes:

In the latest post on his blog, Sun Microsystems President & COO Jonathan Schwartz continues to talk trash against IBM as the two companies go corpo a corpo over the server business...

What matters about Schwartz's game here is that he's one of only two CXOs currently playing it. The other is Mark Cuban of the Dallas Mavericks.

The game is plogging — short for presidential blogging, and it bypasses the entire PR apparatus, as well as the traditionally blah forms of published speech by CXOs. Think of it as DIY PR for the people best positioned to make hay with it.

I do rather like the description of blogging by top executives as DIY PR. Doc also revisits Thesis 15 of Cluetrain:

In just a few more years, the current homogenized "voice" of business - the sound of mission statements and brochures - will seem as contrived and artificial as the language of the 18th century French court.

Bloggers such as Jonathan Schwartz and Mark Cuban are beaks breaking through the shell of the marcom egg.

There is goes, to the blogging glossary.

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