In what may be a PR masterpiece, the new Yahoo! corporate blog is nothing but self-effacing. My headline is theirs for their virgin entry. “Oh, yes, we’re going corporate. But please don’t hold that against us. It’s a good thing, really,” they go on to say.

Signs are that this will be an interesting read. Major corporate + apparent humility = addictive qualities. Check out this quotation from the first line of Sun CEO Jonathan Schwartz’s latest blog entry from Sunday: “I had lunch with Tony Blair today. (And yes, I have been waiting all afternoon to type that.)”

How cool is that? He’s a big shot, but he’s just like you and me. He remains respectful throughout the entry to both the reader and to Blair. It’s good for me as a reader and him as the main conduit for communications between me and Sun. That’s because his opening remarks mean I might actually want to read what he’s got to say on the subject. He’s established himself as a human being with the same frailties as you and me, before he does anything else.

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