Sun Exec Says "It's Hard to Manage if You Don't Blog"

Last March, we boldly predicted that: "By the end of 2005, any organization that really appreciates internal communication as a strategic business function will have figured out how to use weblogs to increase communication effectiveness." In the current issue of Fortune, Jonathan Schwartz, president and COO of Sun Microsystems, makes an even stronger assertion:

"I don't have the advertising budget to get our message to, for instance, Java developers working on handset applications for the medical industry. But one of our developers, just by taking time to write a blog, can do a great job getting our message out to a fanatic readership...Blogs are no more mandated at Sun than e-mail. But I have a hard time seeing how a manager can be effective without both [emphasis added]."