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Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies by Josh Bernoff, Charlene Li

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1. why the groundswell—and why now?

When he woke up on May 1, 2007, Kevin Rose had no idea he was about to have the most interesting day of his life, courtesy of an uprising of his own customers.

If you have a caricature in your head of a new-age Internet entrepreneur, Kevin probably fits it. He started his company, Digg, at age twenty-seven. At the time of our interview, he sported a day’s growth of stubble and a worn gray-green T-shirt. When he speaks, you hear the familiar slacker cadences of Keanu Reeves. But if you listen, you realize this guy is sharp. Really sharp. BusinessWeek put his picture on its cover.1 He understands the massive surge in people-driven phenomena on the Internet as well as anyone else we’ve ever met. That’s what ...

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