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Yesterday saw yet another meeting with our comrade in the struggle to champion engagement and end interruptive marketing, Alan Moore of SMLXL. Alan came round to tBBC HQ for a lunch of bangers and (cauliflower) mash - and some business, too.

One topic we got onto, which we invariably do when we see one another (which is often, but not often enough), is how the UK really is lagging behind when it comes to anticipating and preparing for the seismic shifts that are happening in business. I’m not sure if it was Alan or me who came up with this line, but it is as if they are standing at the foot of the volcano, having a picnic and drinking champagne. Maybe if they pretend everything is going to be okay, they won’t have to change. (See, on this note, SMLXL posts passim, including yesterday’s Another business model under threat.) Yes, we have covered this ground with Alan before.

Similarly, the UK market is way behind when it comes to blogging. I met in Paris last week with Guillaume du Gardier of PR Planet, and he was surprised to hear that France is much more developed on the blogging front than Britain. Does that make sense? On the surface, no, it doesn’t. The UK, sharing a common language with the US, should be much more up to speed on these things.

I am sure it can be annoying for a Brit to hear it from an American, but I suspect that one of the reasons for the slow uptake of blogging in the UK is that in general it is quite unlike Brits to get overly excited about anything. It is almost something of a sin to be wide-eyed and evangelical about anything, no matter how worthy that thing may be. Brits excel at cynicism and being understated and controlled; they are not entranced by the sort of hype that excites people in the US. (I again emphasise the generality, as I know and work with many Brits, like Alan and Perry and David and loads of others, for whom the appearance of cynicism is not a concern.) In Britain, it is far more the done thing to be looking the other way when the bandwagon rolls up, and then scoff and roll your eyes when you finally see it, as it goes past...and then run run run to jump right on it, usually about 18 months behind the rest of the developed world.

Indeed, I remember as far back as a year ago, observing many conversations in British blog comments and on UK-based blogs, wherein bloggers themselves were turning their noses up at the buzz being whipped up in the US about blogging. Sure, it is good enough for them and they spend hours a day in the blogosphere, but God forbid they appear genuinely enthralled by this ‘phenomenon’! No, it is far easier to seem cool towards blogging. A shrug of the shoulders and a yawn would suffice...and then back to updating the blogroll and commenting on their daily tour of their niche of the blogosphere.

And so it goes. In the end, all you can do is shake your head and smile at such people - they can appear as unfussed as they like, and the bandwagon will roll on with or without their enthusiasm. But it is a shame for Britain that it once again is playing catch-up with the rest of the world when it comes to blogging and to the shifts in business that will be necessary for success in the coming decades. At times like these, that usually charming cynicism costs - big-time.