The other day, my colleagues put me to the test and they started to put pressure on me with various questions related to my intentions to set up a blog for our digitization project. They kept on asking, whether I really had considered the scope of the blog? They wanted to know who would be the audience and who would produce the entries? Or, will the messages be aligned with the communication plan of the native organization etc.? And some have frankly asked whether this was going be just another dull blog for another dull project? I have to admit their scepticism was more than justified, but I am tempted to go against all the odds and shout: NAY, we gotta think differently this time!