Martin begins by pointing out, coyly, that there’s a difference between speaking at a conference and weblogging: if he writes something boring, we can skip it, but if he’s boring here, we can’t. [Fortunately, he’s funny, not boring.]

His topic is weblogging in business. His premise: Sharing information is boring. But doing what weblogs do – talk about what matters to us – is fun. Unfortunately, businesses think weblogs are warblogs, diaries or places where people put up cat pictures. And managers like things that can be explained simply and that promise great revenue at no risk. So, Martin wrote a paper. It presents a chart that moves from proof of concept to group weblogs to knowledge-logging. He recommends that a company start small, get some blogs going, and link them up.

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