Summary
We've discussed the concepts in our book Groundswell with clients from industries ranging from pharmaceutical devices to credit cards to software. These concepts — specifically starting with objectives first — resonate with everybody. Some verticals like retail are more avid to act, while regulated industries like financial services are more reticent. But our most interesting insight is this: Marketers, once trained to think in terms of forming a social communication with their customers, generate some amazingly creative ideas.
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