The 12 Most Creative Minds Of 2008

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In her book, Groundswell, Charlene Li and co-author Josh Bernoff describe how the world of business has been transformed by social technologies and how companies can cope with an atmosphere in which they no longer control their own brands. "Social networks will be like air. The groundswell will be anywhere and everywhere you want it to be -- even in places you don't want it to be as a marketer in your company. Companies who can put aside their fear of losing control and tap into the power of that groundswell will really benefit from it," she says.

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