A long time ago we helped give We Media its name, so a lot of people ask why it’s taken so long to launch a blog about it. Others ask a more relevant question: Ah, why?

I was thinking about those questions and the arrogance of blogging when the old joke, told by Woody Allen in Annie Hall, came to me: “You know, the, this, this guy goes to a psychiatrist and says, ‘Doc, uh, my brother’s crazy, he thinks he’s a chicken,’ and uh, the doctor says, ‘well why don’t you turn him in?’ And the guy says, ‘I would, but I need the eggs.’ ”

Well, I guess that’s pretty much now how I feel about blogging. It’s irrational, crazy and absurd. Most of us do it because we need the eggs.

We Media comes out of the shell at a time when the world seems to be scrambled and fried. Andrew and I will tap a global community of friends and leaders to help us make an omelette. We’ll beat the eggs till frothy, chop and add other ingredients, then cook until the mixture sets. We’ll keep cooking until the good gets better and the bad gets gone.

Meantime, we’ll continue to follow the trends, deliver insights, and create shared experiences of learning and discovery as we report on the big ideas shaping media and the connected society. We need the eggs.