The point I will defend, though, is that there’s a big difference between “almost too much to overcome” and “too much to overcome.”

Personally, I don’t think any problem is too much to overcome if you join the conversation in the right spirit, which clearly Dell has done.

Direct2Dell has had a huge impact in changing opinions in a short time period. Perhaps it didn’t come across well in this post, but I use Dell as an example of what to do right when with my clients.

I was interested in your perspectives about Jaffe’s book and Conversations. You are right listening and learning are key steps. Some good folded corner choices.

I was a little surprise at a couple of your assertion around Dell, especially since they could create fear from other corporations looking at entering the space. So wanted to set a couple things straight:

1. I am not sure that any company composed of well-minded, transparent, compassionate people working to listen, learn, connect with customers and constantly grow and improve should view any possible “damage created” by bloggers or anyone else as being “to[o] much to overcome.” You can always improve and get better.

2. While our whole marketing approach and mix is changing to suggest we threw “millions at ineffective advertising,” is not substantiated by any means. One might argue for a company to become global and over 60 billion dollars in 20+ short years obviously did a few things right. Likely, during that era, advertising was part of it, especially since for the first 20+ years you could only call us or buy online.

3. “Turning Tides” always take work and time but I dont think it was that long…a few months and we started to see changes…and we are making more every day. Its an ongoing process.

As for reaping the rewards of conversation, as you point out, we are really reaping the rewards of listening,learning, connecting and conversing with customers.