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I met with Francois Gossieaux and the folks from Beeline Labs earlier this week. They're a marketing innovations team with great individual pedigrees and plenty of experience in building online communities. Francois was one time Chief Marketing officer of eRoom, a successful collaboration software company that pioneered some of the techniques now referred to as viral marketing and the rest of the team is similarly impressive. You can read some of their recent work, "2008 TheTribalization of Business" a study they've been conducting alongside Deloitte. I recommend it.

Francois used one phrase in particular that struck home with me, ".. you don't have to change the way you work to roll out communities, but rolling out communities will definitely change the way you work.." Granted, a generalization, but not too overstated. As long as you do it right.

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