Connecting with Groundswell

This week I read Chapter 11 in Groundswell. This chapter goes through two cases: Unilever and Dell. The lessons learned from each case that can be applied to any business are:

  • Take small steps that have big impacts – “Don’t try to take on the entire customer relationship all at the same time” (Li & Bernoff, 2011, p. 220)
  • Have a vision and plan – Understand where you want to business to eventually end up and how are you going to accomplish that. Don’t be unrealistic.
  • Build leaders into the plan – Surround yourself with people who will help your business succeed. You can’t accomplish it all on your own. Take ideas from others into consideration.
  • Start small – Change is going to take time!!! Be patient and don’t expect to accomplish everything all at once. Successful business take years for them to get the attention they deserve.
  • Educate your executives – Collaborate with your team and help them understand your business’s mission and vision.
  • Get the right people to run your strategy – “Pick the person [to work with] who has the most passion about starting a relationship with your customers” (Li & Bernoff, 2011, p. 230).
  • Get your agency and technology partners in sync – Get them on one page by educating them.
  • Plan for the next step and for the long-term – Be proactive to overcome obstacles the best way possible.

(Li & Bernoff, 2011, pp. 220 & 230)

Michael Dell, makes are really great point that relates to the summary above:


Source: Michael Dell quote. [IMAGE]. Retrieved from

This chapter fits in so well with all businesses. Every business comes across obstacles that they must overcome. Some are successful, while others are not. The key is to work with motivated individuals that understand the business strategy and key demographics. Last week, I talked about listening, and the week before was about social technographic profiles, which are important criteria to consider for a successful business. The Royal Alexandra Hospital Foundation is always looking for proactive approaches for its market strategies. By asking customers for feedback on the phones, online, in person, to really understanding the demands of patients, the Foundation really does its research to move forward. It has hired very educated individuals who understand the Foundation’s vision and long-term goals. The Royal Alexandra Hospital Foundation is present on all social media outlets, and understands that the way to communicate with individual today is to connect with them online. It even was nominated for an award for this YouTube video that depicts the core values of this hospital:

Because the company has hired enthusiastic individuals, it has raised millions of dollars for hospital equipment and research. In addition, this concept can be related to all companies, such as accounting firms. During the accounting recruiting process, companies are very picky about who they hire, because they want to work with the best people that understand their company’s core values. High marks aren’t just going to get you in, you have to network and show why your personality is also a great fit for the firm.

Hope you found my blog post interesting. Talk to you next week.



Li, C., & Bernoff, J. (2011). Groundswell – Winning in a world transformed by social technologies. Harvard Business Review Press: Boston

Michael Dell quote. [IMAGE]. Retrieved from

Royal Alexandra Hospital Foundation. (2015, Dec. 2). The difference between care & caring. Retrieved from


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