SXSW 2013 Sampler

FOREWORD
Everything that can be social will be.
I firmly believe that’s the mantra of twenty-first-century business
and the key concept that we must all internalize to achieve our
best possible futures. Operating our businesses through a social lens
presents a profound new way of thinking. Some of you will know
that this trend is something now called social business. Most companies
are taking steps toward social business, some slowly and some more
rapidly. Yet virtually all organizations today need a way to make the
changes on their own terms, in a way that gives them a safe path
forward that ensures success. Social Business by Design offers you that
guided route forward, step by step.
When I cofounded Razorfish as the first major digital agency
back in the 1990s, it quickly became clear to me that dramatic change
was difficult for large companies; it’s never easy taking the first move
toward a fundamentally new, better way of working, thinking, and
living. Fortunately, the case for why and how to effectively adopt
social business is definitively and compellingly explored in these
pages by my industry colleagues, as well as friends and coworkers,
Dion Hinchcliffe and Peter Kim. I’ve seen both of them grapple with
the enormity of the task that lies ahead of virtually all organizations
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