Beware the CEO blog
It's apparently the newest thing. I just got off the phone with one CEO who's itching to start, and read an email from another who just did.
Here's the problem. Blogs work when they are based on:
(maybe Utility if you want six).
Does this sound like a CEO to you?
Short and sweet, folks: If you can't be at least four of the five things listed above, please don't bother. People have a choice (4.5 million choices, in fact) and nobody is going to read your blog, link to your blog or quote your blog unless there's something in it for them.
Save the fluff for the annual report.