Brands Must Be Very Specific In Their

The Social Business Marketplace Is Effectively Forcing Brands To Engage With Consumers On The Basis Of Something That Is Meaningful To Them. More Often Than Not, This Takes The Form Of Some Core Value That Finds Expression In A Non-profit Cause.

Executives Can No Longer Hide Behind The Corporate Veil. They Need To Be Accountable For What Their Companies Do, Because Entities Are Responsible For Socially Irresponsible Behavior.

Refuse To Accept The Belief That Your Professional Relevance, Career Success Or Financial Security Turns On The Next Update On The Latest Technology. Sometimes It's Good To Put The Paddle Down And Just Let The Canoe Glide.

There Are Many Individuals, Companies And Even Countries Operating In What I Call A 'me First' Mentality, Which Is Effectively A Purely Competitive Approach To Life, Treating The Planet As If It Has Infinite Resources And Pitting One Country Against Another For Supremacy.

Brands Must Become Architects Of Community.