Reading Response #3

In chapter 9 of their book, Li and Bernoff go into detail regarding how to embrace the groundswell. Once energized, it is imperative that you do not forget about your customers, and continue  to have a relationship with them, or as the authors say, keep them in the "loop". By keeping this connection, companies are able to work with the groundswell in order to fix problems, and even come up with new, innovative ideas. Just as energizing the groundswell may come across as a means of free promotion, embracing the groundswell can supply free research and development. Although this this could be looked down on by some people, the groundswell get the satisfaction of knowing they are making an actual difference in their favorite companies. Do you think it is unethical for companies to do this? Or, do you believe that being able to give input into your favorite company is a reward in itself?

Just as Li and Bernoff discuss the importance of energizing the groundswell in order to gain feedback, they mention the necessity of companies supplying their own feedback online. By being responsive you are able to retain the trust of the customer, and continue the discussion. The authors state that the key to embracing the groundswell comes from a combination of both skill, and humility. The skill is self explanatory, while the humility looks like companies not putting themselves on a pedestal when it comes to feedback. With a level, more personal playing field, the customer will be more likely to continue the aforementioned discussion, which in turn will lead to more feedback, and innovation on their end.

While the majority of the book goes over how important it is to connect with your customers, chapter 12 emphasizes how you should be doing the same with your employees by connecting internally. Just like with the customer, a company should follow the same five steps in regards to their own workers:listening, talking, energizing, supporting, and embracing. When done correctly, this can make your organization feel more like a community, as opposed to strictly a place of business, creating a sense of organizational culture that will help you function as optimally as possible.