Blog article - If You Want to Lead, Blog

JONATHAN SCHWARTZ. If You Want to Lead, Blog, Harvard Business Review. Boston: Nov 2005.Vol.83, Iss. 11; pg. 30

Abstract
Many senior executives at Sun have blogs that can be read by anyone, anywhere in the world. On them are discussed everything from business strategy to product development to compnay values. Open letters are hosted from the outside and are openly responded to. Successes and mistakes are openly talked about. That may seem risky. But it's riskier not to have a blog. In ten years, most people will communicate directly with customers, employees, and the broader business community through blogs. for executives, having a blod it not going to be a matter of choice, any more than using e-mail is todya. If you're not part of the conversation, others will speak on your behalf - and not your employees. Blogging lets you participate in communities you want to cultivate - whether it's your employees, potential employees, customers, or anyone else - and leverage your corporate culture competitively.