6. How To Be Open

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“The social model is more human, less burdened by departmental silos, fluid with its communications (both internal and external) and with a much flatter operational structure. ... In a bizarre twist of irony given that modern technology is responsible for making the model possible, it is very much a return to basics. It is how business was done hundreds of years ago: face to face, one handshake at a time. The difference is that now, scale is no longer a hurdle. Companies can, if they want, build loyalty 140 characters at a time, shake hands from hundreds of miles away, and have ‘“face to face’” interactions with tens of thousands ...

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