I tell you no lie. I was leading a strategic planning session and one hour later they were still going on about the label they would use to describe the people who they serve. “ I don’t like consumer”…. said one woman. My clients don’t “consume”. Another said…”customer...

The McKinsey Global Institute released an excellent report in 2012 entitled, The Social Economy. Unlocking Value and Productivity through Social Technologies which whilst some three years old, make compelling reading. The report found (amongst other things) that:

• Th...