Any Institution Faces Two Basic Choices If

There Is A Fundamental Shift That Social Media Necessitates In Business Today - The Need To Transition From 'me First' To 'we First' Thinking.

As We Approach Each Of The Great Social Challenges Of Our Time We Must Acknowledge That Old Thinking Will Not Provide The New Solutions We Need. These Solutions Will Be Uncomfortable, Hard To Sell And Risky To Execute. But The Cost Of Not Doing So Is Even Greater.

Perhaps The Most Powerful Lesson Other Brands Can Learn From Nike Is The Need To Act In Accordance With The Reality Of The World We Live In. In A Mutually Dependant, Intimately Connected Global Community Facing Several Major Crises, Brands Need To Operate With An Expanded Definition Of Self-interest That Includes The Greater Good.

The Creative Destruction That Social Media Is Currently Unleashing Will Change More Than Technology Or The Leader Board Of The Fortune 100. It Is Driving A Qualitative Shift In The Nature Of Relationships Between Brands And Their Customers.

Consumers Now Have A Voice. And The Fact That Consumers Can Be Creators, Producers And Distributors Means They Can Push Back Against Brands To Punish Them For Their Socially Irresponsible Behavior Or Reward Them For Their Responsible Behavior.