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Scoble loses his surname. And who is Jesse Berst?

Being well known for doing your job isn't the only yardstick of success; you can be very good at it, and make pots of cash; and yet be virtually invisible. If that's what Robert Scoble expects now he's left Microsoft, I'll eat my hat. Everybody else expects him to stay famous; and why wouldn't he expect that, too?

To get some idea of what I mean, go google for "Jesse Berst" - and trust me, you'll get thousands of hits. Note the dates? Almost nothing for the last five years - which, by no coincidence, is almost exactly how long it's been since Berst was Anchordesk king for ZDNet's US office. He left in a cloud of fame and praise, to "do his own thing" and was confidently predicted by all pundits to have a stellar future.

Indeed, I'm assured that he is Doing Well. But from the point of view of his former readers, he has simply vanished.

Robert Scoble is a high profile blogger, who is turning into a publisher. He's joining video blogger and podcasting startup Podtech Network - news which has barely scratched the mainstream meeja at this point, but has caused a Richter 9.5 impact on the blogosphere (bringing Podtech to a dead halt. Without even a mention from SlashDot, too).

Been there, done that, still waiting for the tee-shirt to be despatched. I can remember leaving a huge, influential organisation (I was with ZD, with the absurdly silly title of "Editorial Fellow" - a joke which backfired in my face) and going alone. It's sometimes great! - and sometimes, less great. What I can tell you, is that your fame doesn't go with you.

Robert, you don't know me, I guess, apart possibly from the fact that I'm not Guy Goma after all, but good luck, kid. Here's a little story you might find thought-provoking, which dates from when a friend was being discussed in the men's room of the NYT building in New York.

"Heard about Erik?"

"Erik? Why, what's he done?"

"He's losing his surname."

"What!?"

"He's Erik of the New York Times, right? He's leaving. As of tomorrow, he's just Erik."

Scoble's departure from Microsoft (and Channel 9 product proselytising Seattle innovation) is earned him huge plaudits. Rival blogger Tom Foremski, an old mate of mine, gave him this accolade: "He has created a tremendous amount of positive publicity for Microsoft." Similarly from Don Dodge who raved: "Robert did more in his three years at Microsoft to improve the corporate image than any one I know. In his own unique way he put a friendly, honest, and responsive face on Microsoft. No one can replace Robert Scoble, although there are many bloggers at Microsoft who will do their best."

Robert, you only get plaudits like this in your obit; so good luck.

But don't judge your future success at Podtech by your personal fame. Dodge thinks "Robert will bring attention to podcasting like no one else can" and Foremski predicts: "he is certain to retain his rock-star status within the blogging community."

Sorry, it isn't guaranteed. Microsoft is a big, secretive organisation, and you were one of the windows into Windows. You were able to tell us things we, the users and developers, needed to know, before Redmond's rulers were ready to tell us.

In the long run, your work at Podtech may be more important, and you may well make more money. But will you be as well known, will you have the same high profile? Impossible to predict, I think...

Tags: Scoble, blogs, podcasting