Acknowledgments
This book is, first and foremost, an acknowledgement to the collective contri-
butions of professionals, business executives, organizational leaders and an entire
“social media” industry that has dedicated itself to delivering on the opportunities
that the Social Web offers: the opportunity to understand, first-hand, what markets
are saying, the opportunity to identify specific influencers and to quantify the impact
that social media has as a result on markets and the businesses and organizations
that serve them, and the opportunity to learn faster, to adapt more quickly, and to
build and bring to market the next generation of globally acceptable, sustainable
goods and services.
Following the founding principles of the Web, I’ve built on shared knowledge:
There is barely a page that is 100 percent “mine.” Instead, this book is my point of
view and my insights—shaped by my experiences largely in business—in the context
of a growing, collective body of knowledge that is itself available to all via the Social
Web. For the professionals whose names appear inside I am indebted: It is my hope
that I have likewise contributed.
In particular, I’d like to acknowledge Starbucks and Dell, both of whom I
am passionate about and whose products I buy. Their work in redefining their own
business processes—driven by marketplace realities that emerged through the Social
Web—which they have then shared openly so that others may benefit stands as tes-
tament to what can be accomplished when customers and their points-of-view and
willingness to collaborate toward the betterment of the brands they love are fully
recognized. As well, an acknowledgement to my friends at SAS Institute, Lithium
Technologies, Alterian, and each of the professional services and consulting firms I
often work with.For my family and friends, and the business executives and organiza-
tional leaders I’ve had the pleasure to work with. I’ve learned from all
of you. Thank you.