17. ALL ABOARD THE SOCIAL TRAIN
‘A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter – and getting smarter faster than most companies.’
– The Cluetrain Manifesto1
Begin with the end in mind. A massive organizational shift is coming – to the way we work and the way we live. It’s everywhere. There is no escaping it. Everyone is a media company now. And, as the effects of online influence remap the world, you will want to ensure a seat at the table for yourself and for your family. Your best chance is to become a Socialeader and rise with the tide.
The divide between the social ‘haves’ and ‘have nots’ will be very real. Those who fail to chase this opportunity today are placing their future in jeopardy. We have seen the beginnings of a reputation economy take hold, with velvet ropes going up around goods and services reserved for only those with enough online influence.
That online influence doesn’t just happen. It can’t truly be bought – no matter how many digital agencies say they can sell it to you. Socialeaders must find their own stories. You must be clear in your heart what you stand for. And you must step confidently onto the public stage and start meeting people.
To be a social ‘have’, seek out the connections you need to get to where you want to go. Foster those connections through the exchange of social currency, letting ...
