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November 1st: Torsten Jacobi, CEO of Creative Weblogging, joins host Anita Campbell. Sponsored by Six Disciplines. Show details.
Sunday, September 11, 2005
PowerBlog Review: Captain's Blog
Read all the PowerBlog ReviewsEditor's note: Welcome to the eighty-second in our regular weekly series of PowerBlog Reviews of business weblogs. This week's review is being guest-blogged by Lynne Meyer. Lynne Meyer, APR, is president of A Way with Words.

By Lynne Meyer

Green is my new favorite color! And I owe it all to Shea Gunther's Captain's Blog at Skye Creative. Shea is the founder and ceo of Skye Creative, a full service eco-design and communications firm in Boulder, Colorado.

What the heck is eco-design? As explained on the Skye Creative web site, it's doing "graphic design that adheres to an environmental ethic that includes cutting down on waste and pollution." We're talking about using soy inks and environmentally sustainable paper products for their own work and their clients' communications needs, whenever possible. "But," the web site assures, "not at the sacrifice of first and foremost delivering cohesive design strategies that drive our clients' bottom line."

Shea says he started his "Captain's Blog" in June because "I wanted to convey both the human and professional sides of Skye Creative to our clients and prospective clients while being a resource for information on green design. I also have a lot of fun doing it."

I like the Captain's Blog because it has three blog attributes I value: good information, fresh insights, and humor.

Like all well-done blogs, the Sky Creative Captain's blog has interesting titles, lots of links, varying lengths and ease of navigation. In an unusual departure from other blogs, Shea arranges his blog postings by his day's thoughts, rather than by topic.

The reason this blog is different, however, is its substance -- green business. Doing well by doing good. The emphasis here is clearly on how businesses can help replenish rather than deplete the environment. I devoured the information Shea shares about green business. Did you know that there's now a new email list for green-business people (www.GreenBusiness.net)?

Even though he has only been blogging for a few months, Shea's green-business blog is already starting to bloom into opportunities to bring in "greenbacks."

"I met with a guy who contacted me about a possible strategic partnership with his firm. We sat down for lunch, and, after some small talk, he just said in a calm and level voice, 'Zombie dogs scare me, too'." Shea was puzzled by this remark at first. Then he recalled that, a few weeks before, he had made a post titled "Zombie dogs scare me," referring to a news story he had linked to in the post. "When he made that reference to what I said in one of my blog posts, I just started laughing. It was a great way to break the ice and we subsequently signed a partnership."

This blog is one of a growing number of company blogs that are seamlessly incorporated into the company's website. The blog pages look almost the same as other pages in the company's main website. For instance, the header and footer are the same. And the blog is part of the company's main domain.

Skye Creative clearly fits into a special niche -- eco-friendly design -- and Shea clearly states their mission across the board. In marketing parlance this is known as UPS -- unique positioning statement. If you enjoy the enviable advantage of a UPS for your services or products, your blog is one more valuable way you can position yourself.

While Shea says he hasn't yet received many postings or input from others about his blog, I predict it won't be long.

Go get yourself some green at Skye Creative's Captain's blog.
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