A dear friend of mine, Deb Lavoy, has joined Jostle.me, the Vancouver-based social intranet company. Deb was OpenText’s director of strategic marketing until taking on this new role, and formerly worked at Adobe and AOL.

I interviewed Deb earlier this year in my Socialogy series, and she had this to say about the term ‘collaboration':

When we talk about collaboration that one word can mean many things. One way to break it down is to distinguish between creative, connective, and compounding sorts of collaboration. Creative collaboration is how the term is generally used. I have a project or a goal that I’m trying to reach with a group of people: that’s more a project kind of collaboration. There is connective collaboration, where through some kind of black magic, or serendipity, expertise finds where it’s needed, resources gets where they’re going, ideas connect with one another. People come together into innovation networks in highly connected environments.

Reading that, you can understand why Jostle.me wants this very talented and thoughtful practitioner aboard.

I asked her about her plans at Jostle.me, which, frankly, I don’t hear much about in my investigations. Deb responded in this way:

As far as marketing, first, we need to build out the narrative. Second, we do see some specific market segments that look promising. Third, we need to build awareness. And fourth, we need to open ourselves more to communities of practitioners, users and innovators so we can join a strong community that will expand our strengths and capabilities as we expand theirs.

We have a very exciting road ahead.

A very focused short list for Jostle.me’s new head of marketing, and I will be watching the progress there very closely.