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Comments

Owen Lystrup

Great post Stuart.

I'm always interested to see how putting language around an idea or group of ideas makes it legitimate.

It's a strange linguistic phenomenon, but it happens often in the public relations realm, especially in politics. Consider the "flip-flop" slogan of the last presedential election. It got so popular and pervasive that it no longer mattered whether Kerry had changed his mind or not.

The same will go for Web 2.0 and going "green." Unfortunately for the environment, companies often only need to show effort in order to be considered having gone green. Effort goes so far, but what we need is concrete, effective change.

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