Foreword
In late 2006, Charlene Li and I were talking. I wanted to write a business book, and she was seeing increasing interest in her research on corporate strategy for social technologies. With the support of Forrester Research, we created Groundswell, a case study–based framework for harnessing the wild world of social applications for business. We wanted Groundswell to be rich with the consumer data that Forrester is known for, but filled with our own personal experiences in working with the amazing people who brave corporate resistance to take advantage of the power of social connections online.
Well, it worked.
Groundswell became a bestseller. Why? Because of the same word of mouth that is central to the groundswell as a whole. The people ...
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