Inspired by Robert Scobal's Naked Conversations, which looks at how blogging is changing the way companies communicate with their customers, Clayton said he wanted to do something similar in the UK. He wanted to change people's perception of Microsoft. "I wanted to put a personal face on the company," he said.
Blogging is widely used at the software giant, which he said regards blogging as beneficial. There are 5,000 bloggers among the 80,000 staff at Microsoft. "Customers can find product manager blogs. This creates a level of transparency throughout the company." It has also helped the company gain publicity in unlikely places. For instance, the Blue Monster cartoon drawn by Hugh Macleod was printed on a wine bottle and in the Financial Times, Clayton said.
Clayton has posted a top 10 tips guide for budding company bloggers, He recommended that authors who wanted to improve their blogging should try to be authentic, honest, blog frequently, respond to comments and above all, "Have a sense of humour".