Posted on: December 21st, 2009 by Jeremy Jackson Sytner

A lesson today in social networking from the guru’s guru, Edward de Bono.

Edward de Bono, a compatriot of mine, but there the comparison ends, has been guiding creative thinkers for decades. His ‘Use of Lateral Thinking’ is still a must read for anyone looking to start a career in the creative services.

Thumbing through a more recent missive of his this morning – How to have a beautiful mind – I came across the perfect description of effective social networking. He makes a comparison between conversation and dance: dancing with a partner who also knows the steps, he says, is much more enjoyable. In the same way conversations with other people who know the ‘rules’ are more enjoyable. And if they don’t play by the rules they spend the whole time trying hard to convince you that they are ‘right’.

This thinking applies to all sorts of conversations in everyday life. Apply it to life on the web, however, and it becomes truly insightful. Too many organisations spend their time trying to convince us of their knowledge when all they have to do is simply ask us for a dance.

Anyone for a Tango?