I’m heading down for a brainstorming session this morning with a major company that I can’t talk about. We’re looking for ways in which a large and mature enterprise with a deeply engrained culture can embrace social media. They see competitors connecting with the market in ways that may shift business dynamics, and they’re highly motivated to close the gap. This is one of those engagements that make business worthwhile for me–sitting down with a group of smart people who are motivated to try something new. It will be a while before I can talk specifics, but I’m hoping even the generic insights that come out of the brainstorming session provide some fodder for practical dialog.

In the meantime, I’ve posted some new material at the Unica Marketing Consortium. The latest piece is on customer-centricity, and what it means in a market of networked customers, partners and suppliers.