CHAPTER 9
STEPPING FORWARD INTO BRAND CITIZENSHIP
Most people need to feel that they are here for a purpose, and unless an organization can connect to this need to leave something behind that makes this a better world, or at least a different one, it won’t be successful over time.
—Peter Drucker
The playing field for companies of all types has changed. Technology and communications are continuously advancing. Dramatic sociopolitical events are occurring at an accelerating pace. And people’s definitions of value are shifting. There is no going back. The old models for business—with businesses running the show and consumers and employees coming along for the ride—no longer speak to the needs, longings, and practical realities of our modern society. ...
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