Seth Godin says it best (as always):
Here’s the problem. Blogs work when they are based on:
It does pain me to try and propose blogging to entrepeneurs who seem to lead very boring lives. It’s like having a dead brand. I used to encourage my clients to be provocative and irreverent but some of them backed away from that type of ballsy-ness (eggsy-ness?). So I moved to advocating provocative attitude and/or passion.
CEOs don’t show passion. Shareholders get nervous when CEOs show too much passion. Plus, a blogger is sort of a ‘in your free time’ type of pursuit. If your CEO has all this time to blog – shouldn’t he be running the company instead?