If you are a CEO

If you are a CEO, you must start a blog.

A personal blog is about your company’s difference from competitors. About your brand’s difference from competitors brands.

All your marketing messages must reinforce the difference, stated in your blog.

If you are a CEO of big company, your blog must be a guide for your marketing department.

Your PR agency must create messages that reinforce your difference from competitors. The difference expressed in your blog. If not – fire this agency.

Your advertising agency must read your blog and create commercials, that reinforce the message of your blog. If not – fire this agency.

Your sales force must sell, using promise, expressed in your blog. If not…

Your production manager must act, following your brand difference, expressed in your blog.

Your R&D team must concentrate in areas that reinforce your brand difference, expressed in your blog.

Throw out mission and vision statements, company mantra, beliefs, core value, brand promise and all other corpstuff, filled with corptalk. Now you have a blog with sincerely written personal posts.

Letter to shareholders? Forget it. Now you have the blog. Attention! Even this post must dramatize difference from the competitors brands.

Not differences, but difference. The same main difference, why your customers are buying from you not from your competitors.

You are a CEO?

If you are a CEO, you must start a blog.