Lots of companies are blogging. But I haven't seen one like online shoe store, Zappos.com.
Most corporate blogs are, well, boring. They're more like brochures than blogs.
Zappos is different. Theirs is a hoot.
Watch the first video and tell me that you wouldn't know immediately whether or not you'd want to work at Zappos, or, for that matter, buy shoes from them. It may not be your cup of tea but they're lettin' you know who they are and a lot about their approach to doin' business.
Then, watch the second and imagine your CEO as the video's star. Or, if you're the CEO, ask yourself whether yours is the kind of business that would benefit from you leading in this way? (Remember, these are people in a privately held footwear business. Fashion people. Merchants. Lot of logistics and Web people. Young. Smart. Home office in metro Las Vegas. Sounds like fun, doesn't it? Take a look.)
If anybody asks you about what "authenticity" means in business, refer them to the Zappos blog.