CHAPTER 15

The Future of Business in a World Gone Social

Maybe you were going to fall off that razor’s edge before, but not today. Today, we’re going to jump.

—Tamora Pierce

Let’s begin this chapter with an important confession:

No one knows what the future of social, or its impact on business, will really be. No one—yet—understands its full potential.

In our experience, those who claim they do know are likely trying to sell you something. And they probably bill themselves as “ninjas” or “gurus.” Proceed with caution. Because they don’t know what the future holds in store.

We don’t know. You don’t know.

A SOCIAL WISH LIST

Yet we do have our hopes, or at least we know what we’d like to see happen as the Social Age matures. On our wish list is ...

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