How many internal sales and marketing presentations leave you thinking "well I can't fault the logic but it leaves me cold... Where is the story, where is the inspiration, the emotion; how can I visualise that really happening?"

Even the most left-brain analytical thinkers amongst us, love a story - a bit of colour and movement...

One of the often surprising discoveries with online communities is exactly this - the power of first person narrative (now there's a clinical description!). Not the language of a corporate marketing brochure but the pure unadulterated voice of a customer.