Riding the train from a trade show in D.C. to my home in
Baltimore, I just read a tiny book called "The Dictionary of Brand" that was
given to me by a fellow exhibitor (AIGA).
It was a quick read of definitions and five jumped out at me
as being pertinent to Groupsites. Here they are in alphabetical order:
"Co-Creation: the
collaborative development of a product, service, brand or message"
- Through
actively engaging in Groupsites, members are "co-creating" their own social
collaboration space. A Groupsite's value is based on the level of engagement
and the co-creation that occurs within it.
"Collaboration: the
process by which people of different disciplines work in concert to build a
brand; the practice of co-creation"
-
‘nuff said. It's what Groupsites enable you to do.
"Feature Creep: the
addition of unnecessary elements to a product, service, or experience;
sometimes called featuritis"
- We
hate featuritis. We follow a "90%
mantra" that says we expect 90% of our users to use 90% of our features. Adding
bells and whistles may sound fun but they don't always help groups communicate,
share and network. We only focus on the most useful features.
"Pure Play: a
company with a single line of focus: a highly focused brand"
- Groupsites
are all we do. Our sole purpose is
to help groups communicate, share and network to make things happen. Pure and
simple.
"Turfismo: the
tendency of managers to protect their autonomy at the expense of collaboration"
- We
see this everyday when organizations spend hundreds of thousands of dollars to
custom build their own "walled gardens" while their members are creating
Groupsites for free and making things happen by collaborating right now.
That's it. Five unrelated words that made me think of Groupsites on a train ride.