For the last four decades, businesses have guided themselves according to traditional strategy. Traditional strategy decrees that the company controls everything. The bigger an organization becomes, the more powerful it is. Make a lot of stuff, convince people to buy it and keep everything valuable private.
Thanks to the advent of social networks, that strategy is looking increasingly outdated today. In the Social Era, businesses like REI, Kickstarter and Starbucks are thriving by working with others, harnessing the power of community and collaboration, and fostering open engagement.