Are there sharks in Second Life..?

Because I think one’s just been jumped.

Some of the “big names” in the social media world (I think) have come together to create a new company called crayon. It’s launching – in Second Life, of course – this Thursday.

Now, for those of you who, like me, grew up chewing on multi-coloured wax pencils, you’re immediate assumption will be that this is where the inspiration for the name came from (or perhaps evidence of what happens to your brain should you scoff too many) but, looking at the logo, I don’t think that’s the case. It looks to me like "cray on" (as in an ‘on’ switch). So, like a couple of decades ago when someone in the office wanted to do some computing they might say, “is the Cray on?”

Anyway, you’ll be desperate to hear what the new company is going to be up to. So this is what one of the founders Neville Hobson, is saying on his blog:

“The teasing is done and it’s time to get specific about the new company I’m now part of…”

Goody gum-drops…crack on Nev!

Crayon will “launch from Crayonville Island, our headquarters in Second Life that’s been under construction during the past few months. So the first thing to tell you is that crayon is a both a real and a virtual company.”

OK, got you. Real and virtual. Virtually real? Really virtual? I’m sure it’ll become clear.

“We’re real, in the sense that all of us involved are physical, real human beings based in real locations, on the US east and west coasts plus me here in Europe. We’re virtual, in the sense that our primary presence as a company is the three-dimensional online digital world of Second Life where we will conduct our business, our presentations, our brainstorms and our pitches. And by the way, when we launch on Thursday, we will be the first company to be launched in Second Life.”

Hurrah! I’d been looking forward to that. So what is it you do?

“We’re not an agency nor a consulting practice as is traditionally defined. What we are is whatever you want or need us to be.”

You don’t know, do you?

“I like to think of us as a true mash-up that combines the best in traditional and new thinking about marketing, advertising and PR.”

You’re really not sure, are you?

“We’re a solution provider. We’re an extension of your team. Consider us a new breed of partner – one that keeps everyone honest and on the right path. Our client is not the consumer: our client is the truth.”

You haven’t got any clients have you?

“Looking forward to helping you get to your future first.”

I’m fairly sure that I’ll be able to get to my future first without your help, Nev.

“If you’d like to blog or podcast about crayon, I’d be thrilled if you would!”

We have, Nev, we have. I hope it helps. But this whole “real and virtual” bit has got us confused (Nicholas Carr too). Maybe one of the other founders can help clear it up for us? Over to Shel Holtz:

“…we’re a company outside of SL in addition to inside. An in-world company launching in-world is one thing, a company that will do business outside of SL — business that has no relationship to SL at all — is quite another! Perhaps we should have said “non-in-world company.”"

Oh! A “non-in-world” company. Is that the same as not-on-this-planet”?

Best of luck.