Luis Derechin is the CEO of JackBe (full disclosure: a client) which helps companies cost-effectively create enterprise ‘mashups.’

What the heck is a ‘mashup,’ you ask?

And therein, lies part of JackBe’s challenge.

For the people who are in the core of the ‘mashup,’ world, it needs no explanation.

But for the rest of us?

It requires a better story. One that is “made to stick.”

And Luis, by his own admission, doesn’t have one…yet.

A few weeks ago, in fact, he was on the Fox Business channel and he will be the first to tell you, he could have done a better job of explaining mashups to the host.

But instead of turning inward, he is turning outward…to his Mashup Developer Community and is challenging them to a contest to “beat the CEO” in explaining what a mashup is so that “Everyone gets it.”

He’s following the “rules” of Web 2.0. Not trying to hide, participating in the conversation, crowdsourcing, working with his community, creating a dialogue.

This isn’t about his ego, it’s about helping to spread an idea.

As for the contest?

Each week, one winner will get an Amazon gift certificate and the title of “Mashup CEO.”

Here’s the video. Feel free to enter if you think you can take Luis down!

and enter here.

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