communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.


tell me what you have on your desktop

and I'll tell you who you are.

Yesterday at Netcamp it struck me that there is a split second between FnF12 [or whatever you press to put your presentation on screen] when everyone sees your desktop wallpaper and that is something no one, ever, ever considers as a relevant detail.

But if you think about it, what is more relevant, a presentation you wrote specifically for that event - sort of a tactical move - or the image you like to open your computer to every fucking morning - sort of a branding thing?

One of the speakers talked about web 2.0. His desktop wallpaper was a stock photgraphy landscape of a misty woods. Like I have seen thousands. Only it was probably taken by himself cos its was not all that well framed... as evil as it may sound i felt like laughing. I also remembered a brand manager who opened her presentation with a peek at her baby daughter's naked bottom. The presentation was about banking online. And then I remember the names of the folders, of which sometimes you do get a glimpse. All those "pics from sweetie holiday" and "my honey buns" or "crap to finish up" or "in Paris".

I used to work with a guy who carefully selected all his background photos for each event and had only one folder on his desktop which said NOW. I kinda liked him :-)

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