adrenaline...

Wikipedia.org defines Epinephrine (adrenaline) as a "fight or flight" hormone, and plays a central role in the short-term stress reaction. It is released from the adrenal glands when danger threatens or in an emergency, hence an Adrenaline rush. Such triggers may be threatening, exciting, or environmental stressor conditions such as high noise levels, or bright light and high ambient temperature.

Then, how would you define if you've been running on adrenaline for an entire week? Well, science logically says that the trigger of it running in your blood are made up of threatening, exciting or environmental stressor conditions. Whatever that means, all I know is that for the entire week, I have been running on adrenaline because someone is threatening my mental state of mind and the health of my heart, exciting me at every second and the environment in my world has changed totally. Its strange how much adrenaline can do...

Been wondering how long adrenaline can sustain me. Azran is continuing to have faith in the blog and web 2.0 applications while aptly emailing me, "Go forth and unleash web 2.0!". His idea and Tony's of belief in the system that web 2.0 is the way forward is simply amazing. I left Sime precisely because no one held that belief that this could work. Its not rocket science or a leap of faith, but rather using the current technology to get personal with the people that you want to touch and get a message out to. Its about re-engineering the human touch in webs. Saying that web tools suck out the life from human contact is wrong, human contact has simply evolved and companies/corporations have to stay one step ahead in understanding these changes.

Yesterdays "Name a plane and get your name on a plane" was simply fantastic and the first approach integrating all our web 2.0 applications via viral means. Yet to see the total impact but the sheer will of Azran to deposit such faith is great. Hope more will jump on the bandwagon but AirAsia as a whole wants to be out there at the frontier, pushing others to get there. We want to be different in pushing our boundaries and to stand out from other corporations. The key message in all we do is to tell people of our credo, that we are simply fun & friendly people. Simplier said then done, to achieve that, we have to be innovative. We have to get bigger bang for nothing or minimal costs.

These are exciting times when the economic scenario now challenges to use these tools as a platform and think out of the box and redesign both our approach and more importantly our mentality. The only way forward is to use web 2.0 to show the human side of AirAsia and thats simply what we are out to achieve.

Rubbing my eyes while finishing this, but exciting times are really great and this differentiates the best from the rest.

On a seperate note, to the personal question of "what are we doing?". You are simply right, the time is just right and no way you can stop a rushing train.....