"I think PR people are caught in this mindset of 'control of the message.' There's a lot more freedom..." — Richard Edelman

Modern, effective leadership means moving beyond the 'grand illusion' to engage the mass population and to align business with societal goals.

In the wake of the Great Recession, most business leaders have tended to focus on their enterprise and short-term performance. The time for that narrow focus is over.

Instead of worrying about potential disruption, brands can be creative societal disruptors - because their consumers will be right there by their side as committed partners in a better life.

We've learned that when a consumer moves from a relationship rooted in 'me' to one powered by 'we,' a new world of buying and advocacy opens up for a brand.