Another day another change. At least that's what's happening in my life right now. It's all moving so fast sometimes it's hard to focus..

Re-track a little: up until January 2006 I was just a copywriter working, among others, for Acer Emea. Still am, but things are beginning to move. Fast. Acer's company's entire communication strategy is evolving and I'm right in the thick of it. How did it happen? Well it all started with a simple comment I made during a coffee break about the potential of web-based strategies. You know, interactivity, blogs, that sort of stuff.

Now I'm no communication guru, but I do "live" in PR and am quite fluent in the language. And that's where the problems started. I mean, even though the content of their traditional marketing material has shifted from technology to benefits (finally!), I can't shake that feeling that this form of communication is very much rooted in the past. There's nothing really wrong with it (I do put a lot of effort into trying to get the right message across), but it just seems a little, emm, flat.

Besides, there's just soooooo much more to Acer than mobility, performance and value for money. Does anyone out there actually know what Empowering Technology (I didn't create the name, honest!) actually is? what it does and, perhaps more importantly, why it got onto almost everything Acer builds in the first place??

But I digress

While on holiday this summer, I started looking into SEO techniques to spruce up the content and stumble across a treasure chest of combined knowledge I never knew existed. Web marketers like Michel Fortin introduced me to others like John Reese and my current favourite Ewen Chia and that was just the start. When I discovered Seth Godin it felt like my flat world had just been bent into a perfect circle, hurling me towards the awkward path of rediscovering who I was and re-learning everything I know.

Now I'm no slouch when it comes to picking up stuff online but obviously the path I've been treading (Italy? Acer?) was simply light years behind all this. And if anyone's wondering why I'm ranting, the answer's in the book "Naked Conversations" by Robert Scoble and Shel Israel.
Let's put this into perspective. I love Acer, it's products and its serious crack at changing things. OK it has a pretty lame mission statement but it does remain true to it's own promise. Perhaps it's finally waking up to itself.

Trust me, if Acer gets it's act together, we're all in for a treat.