From Gaping Void comes news that Stormhoek, a relatively small winery, doubled its sales in less than a year. How? By blogging. A few of Hugh McLeod's key points on the topic:
* "Blogs are a good way of making things happen indirectly."
* "...by interfacing with the blogosphere, it fundementally changed how Stormhoek looked at treating their primary customers."
* "[Blogging] caused an internal disruption, both within the company and the actual trade."
McLeod argues that the "disruption" is actually the key part of this story. By producing a blog, Stormhoek disrupted the market and disrupted its own sales process, helping itself stand out over and against the hundreds of thousands of other vineyards in the world. Telling the Stormhoek story made the sales process easier.
This goes back to something I posted yesterday. Businesses need to relearn the basic concepts of marketing and communications. Even good businesspeople have often shied away from real honesty, afraid to admit their foibles and shortcomings. A good blog tells a story -- warts and all -- and in doing that, causes the kind of "internal disruption" McLeod is talking about, fundamentally changing basic business techniques.