06/28/2006 08:15:00 PM 
fordboldmoves.com is where you can peek inside the changes that are happening at the company.
Usually, this type of thing happens behind closed doors with a very controlled approach to the flow of information to the outside media.
Companies don't like opening up their problems for all to see.
So, what is Ford doing?
It has invited a documentary crew into the company to capture the people, faces and character that drives Ford and are driving the changes inside the organization.
The first episode is called "Change or Die".
It takes you inside dealer meetings. It highlights the problems with lack of attention to the brand, product quality and the inability to understand the consumer.
However, it also plays the patriotic card, focusing on Ford's proud heritage and history, hinting that its demise would be America's loss.
It's a good start and it will be fascinating to see where this goes and how open and honest the documentary really is.
In addition, there needs to be more than just a documentary and comments, Ford execs need to come forward to do online Q&A;, etc.
It's a brave move by Ford, but a great way to keep everyone informed; shareholders, the media, consumers and employees.
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