Reading Notes: Groundswell Ch. 10-12

For information about the book Groundswell, please see my previous post.

Chapter 10: Connecting Your Groundswell Transforms Your Company

  • Dove’s “Evolution” video transformed Dove.

3 essential elements to transform your company.

  1. Take it step by step.
  2. Each stepping-stone leads in a natural progression to another step.
  3. You have to have executive support.

Incorporate 3 elements of Groundswell thinking into your Organization

  1. Take small steps that have big impact.
  2. Have a vision and a plan.
  3. Build leaders into the plan.

How NOT to succeed on Groundswell

  • Dell didn’t listen.
  • Dell didn’t talk.
  • Dell’s flaming notebook post turned them around

How organizations can prepare for a transformation

  • Start small.
  • Educate your executives.
  • Get the right people to run your strategy.
  • Get your agency and technology partners in sync.
  • Plan for the next step and for the long-term.

Chapter 11: Inside your Company

Best Buy’s Blue Shirt Nation gives employees something to believe in.

5 Objectives

  1. Listen.
  2. Talk.
  3. Energize.
  4. Support.
  5. Embrace.

Chapter 12: Future of Groundswell

Learn and live.

Moving not only online, but to the mobile world.


February 16, 2010. PRCA 3030, Reading Notes.

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