I am a London-based Digital PR/Social Media/SEO Consultant, music producer/anorak, deep sea diver, avid cyclist, worldwide traveller and football-loving technology bod! This page functions as a kind of online scrapbook/resource featuring my favourite blog posts and news items as well as my own personal reviews and recommendations in the worlds of music, sport, travel and technology!

Friday, 4 December 2009

Within reason

Within reason: "

Often, someone will riff on a concept or approach that characterizes the revolution that we're living through online, and heads will nod. 'Sure, that sounds great [insert idea here... like Free, or social media or permission or ideaviruses or empowered consumers or treating people with respect, etc.] within reason.'

It's the last two words that make it a lie.

The last two words allow you to weasel your way into failure. Within reason means, 'without bothering the boss, without taking a big risk, without taking the blame if we fail, without alienating our current retailers... be reasonable!'

And so you do it half-heartedly and you fail.

And who beats you?

The people who did it without reason.


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