we need a more sophisticated approach to understand business models where making a profit doesn’t mean losing purpose, community, and connection.

What we reward in the Social Era is being connected to customer insights and acting with relevance in what we produce and deliver.

Purpose shifts that. A shared purpose says that as long as you are clear on the goal, work with each other to get stuff done.

In the Social Era, the idea is to get the general direction right and rely on feedback loops to iterate and adjust direction.[1]

attracting and seducing consumers with a relevant, helpful, and unique point of view works better than shoving more messages into the already loud marketplace.

How many companies have figured out how to shift from old-school “supply chain management” to the more modern idea of capturing insights and integrating them directly into product design, distribution, and delivery? Because that’s the point.

But the concept shouldn’t just be viewed as an organizing principle for marketing; it can be applied to all the ways that value is delivered.

No wonder social marketing is so hard to get right. It is as complex as any relationship. And let’s remember this: love isn’t rational, but a combination of logic and emotional needs.

In psychological language, the key to adaptability and personal growth is resilience. In biology, the equivalent term is plasticity. In financial language, we use the word liquidity to measure how flexible we are, how able to withstand what happens to us. In organizational design, the term is flexibility. And that is what these levers I’ve just cov