32. Jonathan Schwartz, ‘ blogging CEO ’ “ Historically, communication took place by being a celebrity CEO who met with heads of state, and got the local media to cover it. Then the Internet came around and gave you a way to reach the entire planet. (…) If you say undifferentiated things that are expected, then you shouldn ‘ t expect anyone to care. Controversy was ... not a by-product of the strategy -- it w á s the strategy. ”