His last post is, as usual, off the hook.

The ability both to create and promulgate such memes and to recognize when a meme is acting upon you or one of your constituents is core to being effective in this new reality. A connected world places an enormous premium on people who are fluent in communications: expressing ideas, positioning offers, inferring power relationships, decoding nuances, deflecting the manipulations of others. We are witnessing the rise of the articulate and the marginalization of the inarticulate, whether in our political and business leaders or in our leading brands and most favored Internet sites.

This is why bloggers are going to be the heroes of web 2.0 -- and thus, in extending the logic, we can say the big winner of web 2.0 will be an organization (or, more likely in my opinion, a network) that provides bloggers with the infrastructure and products to create and monetize value. It also goes along with understanding the increasing importance of psychological warfare, as well as the importance of community building (which is at the heart of meme building and spreading), which we previously discussed in our look at the new rules of publishing 2.0.

Please, go read Geoff's whole post, and then grab the feed to his blog. We'll be better friends if you do that. (Seriously, it's easier to be friends with people who consume the same media you do.)