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" Any institution faces two basic choices if they hope to spark new ideas. One is to leverage the brains trust within their organization by creating a special event dedicated to new thinking. The other is to look outside themselves to stimulate solutions. "

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" Often motivated by a desire to maintain the existing status quo, sloth almost cost the U.S. its auto industry, as it refused for decades to build fuel-efficient cars to compete with Japanese, Korean and European imports. "

Simon Mainwaring

Build

Status Quo

Desire

" Ensure your employees understand what your brand stands for so they can be your first line of word-of-mouth advertising. "

" The launch of Google+ apps sends a powerful signal - the personalized web has begun. What this means is that the way information is structured and accessed will turn on the individual, or rather their personal profile which is a composite of all the data collected on the basis of what they have searched for and shared. "

" 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. "

" The framing of how we relate to each other within and across social media platforms will continue to become more sophisticated and nuanced in their expression of how we structure our relationships in our real world lives. "

" Ultimately, it's possible that social media platforms will be designed as templates that the users themselves customize in terms of the best way to express their community and experience of life, and brands will have to simply follow suit. "

" Everyone living under the social contract we call democracy has a duty to act responsibly, to obey the laws, and to abandon certain types of self-interested behaviors that conflict with the general good. "

" Through their own actions, customers can hold companies responsible to higher standards of social responsibility. Through collective action, they can leverage their dollars to combat the force of those investors who myopically pursue profits at the expense of the rest of society. "

" Accept that the moment you buy your latest iPad, iPhone, tablet, app or game it will be promptly followed by a vastly improved and sleeker looking version. "

" CEOs must embrace the role of serving as the public face of the company to their customer community and the marketplace at large. "

" As a speaker, business leader or marketer of any type, the onus is now on each of us to become equally capable of communicating very personally with a seemingly endless number of people connected by social technologies. "

" Some critics have challenged what the return on investment is for engagement in social media. Others have complained that the metrics don't exist to demonstrate value. "

" Technology is teaching us to be human again. "

Simon Mainwaring

Technology

Teaching

" Radical transparency has an enormous impact on our personal lives. We can no longer share thoughts, quips, photos or personal opinions anywhere on the web without being mindful that they may turn up where we least expect it (notably job interviews, divorce proceedings or public media). "

" Like all technology, social media is neutral but is best put to work in the service of building a better world. "

" Effectively, change is almost impossible without industry-wide collaboration, cooperation and consensus. "

" Perhaps the most effective way to describe the approach a brand must take is to think of themselves as social cartographers. By that I mean that brands must simultaneously inspire, engage and maintain a series of conversations taking place within certain cultural landscape specific to their business goal. "

" 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. "

" Brands must become architects of community. "

" Consumers desiring a better world have already achieved some successes in this regard, helping to transform several industries from the ground up. "

Simon Mainwaring

Better World

Ground

" Business practices and how we treat the planet are also in desperate need of re-humanization. "

" The role of social media is critical because it helps to spread cognitive dissonance by connecting thought leaders and activists to ordinary citizens rapidly expanding the network of people who become willing to take action. "

" Not since the digital revolution in the early '90s has technology placed such a comprehensive burden on business, employees and individuals to reinvent their business plans, services and products, and themselves to keep pace with the changing marketplace. "

" Concerned consumers are realizing that they can use social media to organize themselves around shared values to start effective movements. Social media gives them a sounding board to share ideas, as well as a means to punish irresponsible corporate behaviors. "

" Social technology gives leaders a vital new platform with which to connect their companies to the myriad stakeholders who have an interest in their well being. "

" The most potentially transformative impact of social media is its ability to encourage brands to marry profit and purpose. The reason brands participate is that such outreach earns those companies social currency enabling them to start or participate in conversations that connect them to consumers in meaningful ways. "

" Social media is not about the exploitation of technology but service to community. "

" If a brand genuinely wants to make a social contribution, it should start with who they are, not what they do. For only when a brand has defined itself and its core values can it identify causes or social responsibility initiatives that are in alignment with its authentic brand story. "

" The most impactful way consumers can assert their power is to become mindful shoppers, giving their dollars only to socially responsible companies. In today's world of social media and smart phones, this is easy to do. "

" What is sure is that technological change is accelerating in all directions and, like children playing in a fountain, consumers are reveling in the experience. "