Books that  predict the future are interesting, although perhaps preparing for it, and creating it, usually provide greater returns.

Nevertheless, a new best-seller does just that.  Jeanne Meister and Karie Willyerd recently published an HR-focused book, The 2020 workplace:  How innovative companies attract, develop, and keep tomorrow’s employees today.  (New York: Harper, 2011).  I presented a synopsis of that book at the October First Friday Book Synopsis in Dallas, and it is now available at 15MinuteBusinessBooks.com.

Among the many predictions in the book is # 7 – “Job requirements for CEO’s will include blogging.”  They state that:  “The level of authenticity and concern that can be communicated through a CEO-level blog can’t be matched by press releases or blogs written by the public relations department….Hearing the voice of the CEO through his or her own writing, when it feels authentic, helps foster trust in an organization” (p. 220).

They suggest there are three major styles of CEO blogging:  (1) deeply personal, (2) highly opinionated, and (3) product messaging.

If you live in the DFW area, you are well aware that the greatest example of the head guy being highly opinionated through blogs is right under your own nose.  Mark Cuban is the Owner of the Dallas Mavericks, and popularized blogs before, during, and after his team’s basketball games.  You could read his views on his players, the action, and his favorite target, the referees.

These blogs were highly popular, some of which demonstrate the problems associated with putting opinions in print.  A number of the blogs led to huge fines imposed by the NBA, especially those that criticized referees.  Ironically, in 2008, Cuban banned blogging from the Mavericks’ locker room.  According to Deadspin:  “Mark Cuban dislikes bloggers who aren’t him.”

None of that matters.  I think that Cuban led the way.  His blogging is highly visible. controversial, provocative, and interesting.  Go to a game, concert, or even corporate meeting, and see how many people have at least one cell phone or other mobile device in their hand.  Some are texting, some are sending e-mail, but some are also blogging.  Cuban was the first of his type to do this.

And, if you believe this new best-seller, Cuban was ahead of his time.

What do you think?  Let’s talk about this really soon!