How well you tell your story determines how well your customers tell your story.

The social business marketplace is effectively forcing brands to engage with consumers on the basis of something that is meaningful to them. More often than not, this takes the form of some core value that finds expression in a non-profit cause.

The most impactful way consumers can assert their power is to become mindful shoppers, giving their dollars only to socially responsible companies. In today’s world of social media and smart phones, this is easy to do.

Your computer needn't be the first thing your see in the morning and the last thing you see at night.

Consumers desiring a better world have already achieved some successes in this regard, helping to transform several industries from the ground up.

For decades, media companies have largely controlled the tools through which consumers were told what to buy, wear or think. Now consumers possess the same ability to produce, distribute and curate content and distribute it to their peers in real time across social media platforms.

CEOs must embrace the role of serving as the public face of the company to their customer community and the marketplace at large.