Abstract

How_more open ways of thinking and operating are beginning to pervade even the largest and most complex institutions, from global corporations to government departments _ The future of business is loose-loose organizations, management styles, brands, thinking, and communications. For example,_Google breaks the traditional rules of branding by changing its logo everyday, Doritos handed over the premium advertising slot in the Superbowl to a couple of amateur filmmakers, and even Pope Benedict XVI has embraced the inclusive "Obama model" of communication with YouTube broadcasts in 27 languages in an attempt to encourage debate. By building on cutting-edge case studies and conversations with the smartest business people from around the globe, this book challenges received wisdom and explains new ways of managing companies, building brands, engaging with customers, and marketing products and services._Shaking up the status quo and showing how prevailing business wisdom needs to change, this book will help_you change_their terms of business, before they are changed for you