How do you get people to blog?

Here I am, sat in a meeting about getting a group of people to blog on a particular subject... not easy. Everyone says 'yes - lovely' and then forgets about it.

For example, can I get the Ashridge Leadership Centre team to blog together?

People like the idea... they say they're interested... but it takes  a 'champion' to get started.  Web 2.0 is not a 'bottom up' philosophy.  It obviously isn't top down.  

And it's not enough to just 'create it and they will come'... those of us that know, know. Those that don't, really often have no idea... so it requires education as well as encouragement (and beatings) to get the blogging underway.

So what is not bottom-up and is not top-down?  'Top-up' sounds like a pre-paid travel card or mobile phone, so how about 'bottom-down'.  It has the potential for innuendo, which is always good - and I'll quickly copyright the term before it becomes common knowledge...