This afternoon I ran across a website about a guy named Tom who did not have any furniture. He ordered FedEx boxes (for free) and built FedEx furniture for his apartment. My first reaction was to wonder when FedEx would shut Tom down. Then I thought that they might embrace this ‘mis-use’ of FedEx boxes. I contacted Jesse W. Bunn in the FedEx PR department and asked for a comment and at the same time suggested a positive response instead of a typical corporate response. In your own business it makes sense to see how you can turn lemons into lemonaid.

I was listening to NPR yesterday and heard an interview with Steve Rubel and as a frequent visitor to his blog, Micro Persuasion, I recalled a post about a UPS executive who indicated that they would not be blogging anytime soon. He suggested that FedEx should start blogging immediately to gain a competitive advantage. Tom’s FedEx Furntiure topic might be a great place to start. I suggest a vlog to start – perhaps a Quicktime movie interviewing Tom and his apartment. “No one is building furniture with DHL or UPS boxes…”