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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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2. jujitsu and the technologies of the groundswell

After you’ve read chapter 1—or even if you’ve just been reading the newspaper lately—you might think the groundswell is mostly a problem. After all, businesses and other institutions are built on control, and the groundswell weakens and undermines control. Groundswell phenomena—like unhappy customers posting videos on YouTube or Twitter—don’t fit well with corporate PR and marketing plans.

But the groundswell is like any other human activity. If you understand it, you can work with it or even thrive in it. This is groundswell thinking.

Groundswell thinking is like any other complex skill—it takes knowledge, experience, and eventually, enlightenment to get there. Think of it as a martial art. ...

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