Gordon Brown is sure to get more 'brick-bats' that plaudits for using YouTube to ask for video questions. Shame. To my mindthis is a great initiative. I feel it works on multiple levels. I have never met him personally but relatives of mine (not labour supporters and members of the public) have said he is a very nice person to meet and talk to. YouTube maybe less adversorial and suit his communication style better. Equally it gives him a direct contact with his 'customers'. What a great way to get feedback on some of the issues the electorate feels unsettled about. Opinion polls and research by others can never replace hard-wired feedback. Policians do hold regular clinics for constituents but being in the Westminister Village does cut you off from reality. YouTube sould help reconnect.

So what lessons can business learn?

• Too many senior executives live in the 'boardroom bubble' where they become detached from the daily issues facing their customers. they see and hear 'massaged' and presented data from their management team. In some cases the boards attitude means that the 'messangers' present the data in the most favourable way possible. YouTube feedback could help the management team engage better with customers. What are the hot issues? What are management doing to address them?
• It is a great 'dip-stick' research tool. Instead of the annual satisfaction surveys that are virtually out of date before being presented why not use YouTube as a form on ongoing 'sentiment' checking?
• Why not extend the principal to employees? Look at research. How many times does it say management is 'out of touch' with employees? Employees do not understand senior managements strategy or their personal role in it? That they are de-motivated as they feel disengaged?Could a YouTube type initiative but behind the 'firewall' help?