I have been spending the weekend reading the recent book, “Groundswell” by Forrester Research analysts Charlene Li and Josh Bernoff.
I know I am not the first to write a review/response to this book, but hopefully I will be able add something to the discussion.
The premise of the book is that social networking is changing the way businesses work. Rather than CEOs and consultants dictating the direction of the organization, social networking allows customers to tell companies what real people actually want. Thus, innovation will come from the ground up, not top down.
I read the book at an interesting time. I have just made a proposal to a community bank about how it can position itself an online community resource the same way it has done in the “real” community. “Groundswell” takes this idea much further. (Find out more about my online marketing capabilities).
Rather than just a place for people to find commonalities, a bank can bring its customers into the product-design process. Customers know how the business could make their lives easier.