Posted by: DrAlanRae | June 16, 2008

Punch above your weight works outing

Last Friday the PayWeight team – Lisa, Jas and me – went to the FUEL conference at RIBA. 

Dressed in web 2.0 black, we were lucky enough to hear some great case studies and have our prejudices confirmed.

Tara Hunter ( gave us 260 slides on making whuffie – which largely covered ideas like giving something valuable away, listening a lot, being part of the community, paying attention to detail, embracing chaos and having a higher purpose.

In other words – a policy of live R&D in which we try and add something of value wherever we go. 

Then Keir Whittaker gave us a review of tools for collaboration. We were delighted that his recommendations included our core tools like basecamp, google docs. wordpress, flickr and feedburner, you-tube and viddler.

At least it confirmed to us that web 2.0 communication and collaboration are two sides of the same coin – which is where are own Punch Above Your Weight researches are rapidly taking us.

And he introduced us to some new tools – like,, and www.libsyncom. Not to mention which we’d come across before.

Then we had some great case studies. How Virgin Atlantic used web 2.0 to pressurise the US Department of Transport’s ruling that they couldn’t fly in the US because of non US (ie British) ownership.  How sponsoring the speakers’ room is a great way to get exposure at a major conference and the way that Innocent leverage their genuine, community based, values systems to expand their family. Down to having individual hand knitted hats on the cartons for Christmas.

All in all a good day out, interesting conversations with both Sun and Microsoft.

And if you are into pictures you just HAVE to check out You are going to love it.

More at our Punch Above Your Weight Collaboration Pilot on Friday 20th more details here.



  1. […] How to do Business Marketing – eBusiness – Leadership for growing 21st Century companies « Punch above your weight works outing […]

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