I founded and sold Groupvine, a group platform for colleges that was swallowed up by the Daily Jolt and shut down.

What I learned was that getting specific groups of people to shift habits and adopt new collaboration tools is tough. It's massive buy-in at every level.

We also wanted to aggregate activity from across campuses to filter a real-time stream of "what's happening now" in case you wanted to join in and check something out you didn't know was happening.

When I see this, I see a low barrier to entry and I see overlap with everything from what I was trying to accomplish to Yammer...

But then it applies to marketers, too. I want to know who everyone is who tweeted about Klean Kanteen bottles, but don't want to follow of them quite yet.

It's a "getting to know you" engine, a knowledge-cultivating engine, and simultaneously an activity-tracking engine.

I love it. It could be leveraged into marketers' tools, or simply as a way of giving people an easier way to be a voyeur. So many applications here!