It’s a lot harder writing a blog as an individual than as a Chief Executive.

As a CEO, you have an obvious and explicit agenda in nearly all communications – drive awareness for the company, its products and ideas. The same applies across internal and external audiences (the notion you can separate audiences is comically antiquated – ubiquitous social media renders listeners just as powerful as speakers).

As an individual, my agenda isn’t nearly so clear (at least one reason it’s taken me so long to post a first entry). On the one hand, I’d like to put context around some of the decisions I faced at Sun. There was almost always more going on behind the scenes than was obvious to the outside world, and some of that backdrop might be interesting.

Could probably fill a book.

Cartoon by Hugh MacLeod @gapingvoid on Twitter and gapingvoid.com

In any event, it's interesting to observe how masterfully Sun CEO Jonathan Schwartz used his corporate blog in the weeks ahead of this breaking news, in his words, "to set out a clear direction of where Sun's headed."

In a series of posts that coincide with news of a possible acquisition by IBM, Sun's CEO Jonathan Schwartz combined the use of personal video embedded into his blog with transcripts of his detailed description of Sun's strategic imperatives:

1. Technology Adoption
2. Commercial Innovation
3. Efficiently Connecting 1. and 2.

Jonathan Schwartz sets up the series of three substantive posts with these words:

As you know, simplicity takes a lot of engineering, so it's easy to say "just three things," but I'm not in any way suggesting these tasks are easily accomplished. But our intent is to create, promote, and commercialize the highest quality network innovations. Innovations that captivate developers, and deployers.

To understand Sun, you have to understand both, you have to see what drives our financial performance, as well as read our financial statements. Absent both perspectives, you'll miss the bigger picture, the bigger threat, or the bigger opportunity.

Simply brilliant corporate communications.

Might the real "plum" in this acquisition be Jonathan's Blog?

Check this out:

Speculation is rife that IBM is closing in on a $6.5bn deal to acquire Jonathan Schwartz’s blog. If it happens it will become the largest acquisition in the blogosphere to date, and lend weight to the argument that Sun Microsystems’ CEO was right to spend so much of his time blogging...

Johnson Kong, Executive Vice President and Head of Asia Pacific for IP.com, is in Korea with Tom Colson, our CEO, who addressed an international group of thought leaders gathering at PATINEX 2008.

IP.com CEO Tom Colson's presentation was on Advanced Enterprise Management and IP Strategies.

The keynote address for PATINEX 2008 was by KAIST President Nam-Pyo Suh, who spoke on the Strategy of Patent Information Usage for Finding a New Market.

After this conference, Johnson Kong and Tom Colson are continuing on to Beijing and other centers in Asia that are regular stops for executives from IP.com.

Readers can follow at @ipdotcom on Twitter, where we're following other leaders in the technology space, like Sun Microsystems CEO Jonathan Schwartz. Here's how Jonathan Schwartz explains how Twitter helps him run Sun:

"Communication is a key part of leadership—as CEO, I need to engage the market, inside and outside Sun, with whatever technology affords me the greatest possible reach. Through blogs, online news, social networking sites, or Twitter, the Internet has fundamentally changed how we communicate with one another. Today, we have thousands of employees participating, engaging customers and developers across the world, 24 hours a day. And whether it's via a half-hour streaming video or a 140-character Tweet, we need to reach everyone in the forum and format they choose—not what we choose."

We're working on it, but it's still early days in the integration of Twitter feeds into this blog. However, if you add @ipdotcom to those you're following on Twitter now, you'll be sure to hear more about the latest innovations in intellectual property management and IP strategies. We look forward to reading your "tweets" and following you, too, just like we're following Jonathan Schwartz and Guy Kawasaki on Twitter.