Groundswell Ch. 5-8 - Reading Reflection 2
The topics covered in Li and Bernoff's Groundswell , from Chapters 5 through 8, outline how any business can tap into the groundswell. They focus on five critical activities: listening, talking, energizing and fostering support. The tricky part about this is that none of these activities are mutually exclusive; to be successful, a business needs to engage in all five activities at once and continue to maintain this over time. "So where Camaro owners might talk about their car's power and Lexus owners about their car's luxurious styling, Mini owners would rather see themselves as members of an exclusive club f people who belonged together. As the first buyers of this odd little car, they bonded with each other. they identified themselves -- and each other -- as Mini owners." (Li, Bernhoff, p. 91). I found it interesting that Li and Bernhoff described Mini owners as if they were already an exclusive group, just because of their groupthink that extended beyond ...
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