Hi Fellow Gooruze - I just wanted to get this "mental flotsam" out of my head while it's still fresh!

A post today on Seth's blog about "Digital coaches" (Dammnit Man - stop being right all the time :) got me thinking about some of my frustrations.

The problem as i see it is this: Companies and indeed many individuals is - they've become hooked on "Buzz":
Buzz marketing, buzz technology, buzz communications and worse still buzz gadgets! Don't get me wrong - I like my "Buzz" as much as the next person, but where it all goes pear shaped is when theres no follow up - no "going beyond the buzz" if you will.

Its all well and good owning an iphone (yuk) or windows smartphone (yaay) - but take it beyond the buzz - work out what it's capable of, evaluate what you want it to really do and either set it up to work the way you want it to or get someone to help you do it. Same goes for companies - yes blogging, social schmoozing, twittering, video blogging, etc are all fine samples of "buzz" - but go beyond that - don't just use them because the media's saying you should: Evaluate what each and every buzz point of contact does, what you'd want it to do and where the two meet. If you cant set it up to do that or don't have time to read into the buzz - for goodness sake ask someone, or better still hire someone to take you "BTB" (Beyond the buzz)

Buzz is indeed fantastic -but its what lies "BTB" thats really mind blowing!

So next time a company bigwig or a friend at a party starts spouting buzz to you - tell them oh so politely to look beyond the buzz!