Mike Stopforth

Sachi and Lee LeFever of Common Craft fame occupy a very special, non-romantic place in my heart Back in the oooold days (about 3 years ago), when I was still quite unsure of the jargon and buzz behind Web 2.0 and social media, Lee was one of the few ‘A-listers’ who invested personal time and energy into answering my silly questions.

Today they’ve turned that gift for translation and a passion for all things social into a very cool business, producing informative, entertaining videos that quite simply, well, explain stuff. Whether they’re making videos for their ‘Plain English’ series of technology-related shows or for corporate clients, the LeFevers have fine-tuned the art of translation using the very tools they evangelise. Few businesses can boast that!

I’ve just picked up on a fantastic post from one of my favourite bloggers, Lee LeFever from the Common Craft Show which is a must-read for all of us immersed in the Web 2.0 evolution.

I’ve often criticised advertising agencies of losing site of the bigger picture as a result of striving for bigger, flashier ads, edgier copy and design and of course, elusive awards. But Lee’s post has pointed my accusatory finger right back at me - do I have blinkers 2.0? Am I so worried about my traffic, Twitter replies and blog rankings that I’ve forgotten that the vast majority of my clients and their customers don’t know about, or don’t care about anything 2.0-ish.