Passion

http://www.gapingvoid.com/Moveable_Type/archives/002007.html

http://headrush.typepad.com/creating_passionate_users/2005/10/how_to_spend_yo.html

http://thebrandbuilder.blogspot.com/2005/10/raison-detre.html

Why we absolutely shouldn't hire a team of interns to "fake blog" about our products to make us successful. And believe me, there are people suggesting it.

And why instead we should:

(a) get our operation into shape
(b) start doing the things the customers really want, not what the business thinks they want
(c) when we've got there, start talking about it online