As part of my research for our new online community I have read through a pile of reports, many from Forrester. I have read them with mixed emotions.

Some show great insight and Forrester are very good at structuring phenomena in the world of social networking sites. But sometimes you cannot help yourself from giggling and thinking of how true old sayings still are. Like “experts often discover things that ordinary people have known for ages”.

Savor this one from a Forrester report called Organic Branding: “People don’t form and interact with communities in order to support a company. They do it to serve their own emotional needs”.

What great insight! Such revolutionary thinking! Such gobbledygook! What an astounding example of discovering the obvious. (more…)