The Web as a Conversation
http://www.uie.com/brainsparks/2009/08/21/spoolcast-the-web-as-a-conversation/

Spool, Jared M. and Janice C. 'Ginny' Redish
User Interface Engineering
2009

Abstract:

Writing toward personas can help produce a successful form of content creation. Of course the next step after writing is to test the content with your customers to see if it indeed answers their questions. But there’s an important next step, especially if you’re a larger organization. You must work cross-silos to make sure different departments are not having contradictory conversations with the same customers. You also have to ensure that all the information on your site is current. If one department updates data, they all must still agree!