Tom Fishburne's inspiration after reading SethGodin new book Meatball Sundae. Self-explanatory really. Makes me think about the French movie with Daniel Auteuil 'Mon meilleur ami' (my best friend) on how a friendless businessman in order to win a bet tried to convince some of his relationships to be(come) his best friend. Obviously not working till the day he realised friendship is not about 'proclaiming' but about 'engaging' - such a hype word marketers often proclaim engagement without understanding what lays behind it. Quoted from Sarah Mahoney (Mediapost) : "You don't launch a social media campaign. You being a social media effort".