Ray Ozzie, CEO of Groove, has been blogging mostly about blogging and occasionally social software. His exploration-style writing has attracted a large following, but I doubt his blog has generated sales for Groove. Until now, that is. Today, he raved about TeamDirection, a third-party Groove application along with a cool screenshot.
I don't think Ray was trying to do anything other than give an honest opinion about a great piece of software, but I believe the effect on the bottomline will be tremendous. Most people just don't realize that Groove is an application platform. The best way to sell an application platform is to do what Ray did today, evangelizing applications. And don't forget to throw in eye-candies!