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Opting In: Lessons in Social Business from a Fortune 500 Product Manager by Ed Brill

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9. Social Inside the Organization

Ken Blanchard, author of The One Minute Manager, is widely quoted as saying, “The key to successful leadership today is influence, not authority.”

A social business uses both technology and culture to create business value and drive competitive advantage. The entire organization participates, delivering better outcomes in every department, division, and role.

In most companies, the product or brand manager acts as an influence leader, not a direct line manager. Thus, the social product manager can be more successful by using the capabilities of a social business to enhance their influence, stimulating better decisions and results internally.

Until now, Opting In has focused on marketplace interaction. Social ...

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