Andrew writes: "They want me to reflect their values; the values they use to market themselves. The problem is I can't 'be' them, they are hardly theirselves. So the best I can do is strike a neutral, best fit tone. But it don't inspire me."

Boy, are them ever true words. Bingo!

But the gonzo plan, Andrew, is not for workers to talk about products, as you seem to assume. If that assumption were what I was proposing, I'd have to agree with you that it was unworkable for precisely the reasons you give. Instead, the gonzo model calls for employees to talk about things THEY are passionately intereseted in. In such cases, amatuers are the best "experts." As I wrote in the book, "When paradox becomes paradigm, worst practices work best."