The novelty of blogging is about to wear off, said Sun CEO Jonathan Schwartz at this week’s Web 2.o Expo in San Francisco. It’s becoming just another way to communicate.

The bigger point, said Schwartz, is having something provocative to say.

“If you say undifferentiated things that are expected, then you shouldn’t expect anyone to care.”

Amen. So many businesses are obsessed about how to use blogs or social networks that they overlook the fact that you have to have something interesting to say. The point of my book Beyond Buzz is just this:

in today’s “talk” world — online and in person — having an interesting or provocative point of view is as essential, maybe more so, than traditional marketing and communications “messages,” elevator statements, value props, etc.

A provocative point of view gets attention, gets people involved, and speeds understanding. As Schwartz knows, if you want to get interest, be more interesting.