The Ox and the Fly

Today, Seth Godin says: "Ego is the biggest reason that corporate blogging may be an oxymoron." I don't buy it. I think Ego actually drives good blogging, and here's why:

There's a fable that tells of an ox walking across a field. A flea landed on the ox's ear. "So," said the flea, "where are we heading next?"

Bloggers with healthy egos identify themselves with what their company does best. They want the world to see that their work is relevant and interesting, and the reflects well upon their company.

Microsoft has always excelled at harnessing the power of ego. Take a look at Microsoft's blogs. Here we've got dozens and dozens of people who spend their time telling the world about all the cool stuff Microsoft is working on. I think that's a big part of why Microsoft's credibility has been steadily rising of late.