Original visions are often wrong. Companies have to morph as they learn what customers don't want.

For startups, SM is now crucial: it has never been cheaper and easier to reach one's customers. Entrepreneurs should thank God for Twitter, Facebook.

If you make money, you might not make meaning.

You have to start with the basic premise that you need to know what your competition is doing.

Enchantment is the purest form of sales. Enchantment is all about changing people's hearts, minds and actions because you provide them a vision or a way to do things better. The difference between enchantment and simple sales is that with enchantment you have the other person's best interests at heart, too.

Social media puts reciprocity on steroids because now you can reach more people in more ways to do more things for them faster and at lower expense. Positive word about your reciprocity can spread faster than ever.

If you start out to solely make money, you will attract the wrong kind of employees.