It’s simply fascinating that we look up to certain people who begin successful companies. Not to knock them, or anything. They obviously have something working for them. However, you’d never know it from their blogs. In fact, their blogs tell us that they are complete idiots.

Examples.

Biz Stone, founder of Twitter keeps a blog over at http://bizstone.com. Surfing over to his website, you are greeted with:

Hi, I’m Co-founder and Creative Director of Twitter and also helped make Xanga, Blogger, Odeo, and Obvious. I’ve published two books about social media and have a more professional profile on LinkedIn.

Tantalizing.

In fact, the title on his RSS feed is “Biz Stone, Genius”. Brash. Okay. Let’s read some of his headlines to see what this guy is about. In his only posts in April he posts a list of Twitter updates plus, as a bonus, a post on insects and telephones.

Genius.

Let’s go to March, shall we?

All photos. And a Blue Team rah rah!

Come on, Biz. Blog or get off the internet. We read you because you’re a “Genius”, right? We read you because you’ve got something to say about Twitter, Xanga, Blogger or Odeo, right?

Biz is only one of lots of CEOs and executives who are blogging absolute crap. Listen guys, I know blogging is about transparency and being “normal” but isn’t there enough noise out there already? Shouldn’t you guys know this? Don’t you have any signal you can give us?

Give us insights about what you learned at your companies. Tell us how you made a bad decision and learned from it. Tell us about the leadership you garnered from managing a small group of developers in an unfunded startup. Tell us things that make our lives better. Give us something to chew on and make us want to come back.

Don’t just fill space. Don’t waste the bandwidth. Don’t waste the energy. Don’t bait us and tease us into thinking there might be something there when we see you have an update in our RSS reader. You are valuable gold mines and if there’s anything young entrepreneurs need in this world, it’s mentors and people who can inspire and provoke.

Be that person.

Update: Ann Bernard makes the point that CEOs can have a personal blog, but should expect to be associated with their company, even if their blog is personal.