Linch and Pin – Stories About Collaboration and Intranets

This should probably be a German post as this experiment may die in Germany before reaching the U.S. and the English speaking community. But it also allows me to treat you like an insider. 😀 And the main reason is, that I have made my content generation to follow an 'English first' paradigm.

This post is about Linch and Pin and their conversations about collaboration in an elevator. The two work in a big corporation and are analyzing the difficulties of collaboration in this company during their encounters.

Linch and Pin after unboxing  A closer look at Linch and Pin

They know, that there is a better way, but they are not in charge. If you are reading this post, you probably already know, that we are actively developing Linchpin, an intranet solution based on Atlassian Confluence.

Linch and Pin and their conversations is a marketing effort to increase awareness for this solution. If you want to create something that should be viral, it is pretty uncommon to lay out your strategy about it beforehand.

But transparency is a core value of our company and an inherent element of a successful social intranet. If you are not ready to let others know your thoughts and experiments early, it’s difficult to get a culture of sharing and openness in your company. I am just taking that concept a step further with this post. 😀

There is a marketing model called AIDA from 1893. It’s an acronym for:

•A – attention (awareness): attract the attention of the customer.

•I – interest of the customer.

•D – desire: convince customers that they want and desire the product or service and that it will satisfy their needs.

•A – action: lead customers towards taking action and/or purchasing.

Our assessment internally is, that we are pretty good in the later stages “I”nterest, “D”esire and “A”ction. But we need much more attention for Linchpin Intranets. People still think of Microsoft Sharepoint by default as a solution for a big company’s intranet. We want to be part of the evoked set here.

Linch and Pin will talk about facts, that can be seen by everyone in a big company. Things like abusive use of emails or excessive meeting culture will definitely be part of their conversations. Our goal is, that they are authentic and their conversations come close to the actual reality in those companies.

Our big idols for the humor part in their conversations are Statler and Waldorf from The Muppets.


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Linch and Pin do exaggerate to focus on the irony of things. But we’re unsure of cynicism and sarcasm still. They have a positive view of life and the world around them in general. Linch and Pin know something about collaboration and intranet software that viewers may not, when viewing the episodes. They understand that a lot of ways companies are build and work today are broken.

It’s our goal to help understand these shortcomings and give a simple short and funny way to point out these challenges to others like coworkers or friends.

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