One of the first steps in any marketing campaign is to establish who you are [and who you aren’t]. It’s not easy to establish yourself as B once the market decides you are A. But that is the problem facing NewsGator. They built the market for Outlook RSS readers, they are established as the market leader, but now they need to establish an identity for NewsGator Online Services.

It’s good to see their VC help by writing Why did we invest in NewsGator? I just wonder if this is the harbinger of a new VC capability. Industry relationships are a factor in selecting a VC. A well connected Venture Blog can initiate and explore customer conversations that a Startup can not. Will we ever see customer relationships via Venture Blogs as a factor in selecting a VC?