Change 2.0: Changing the way we change
"It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change" – Charles Darwin
Today, change can be added to death and taxes on Benjamin Franklin’s list of the inevitable. Industries prosper or collapse, technologies emerge or wither, markets flourish or contract, competitors emerge or fade, organisations merge or carve out, brands focus or diversify, campaigns are launched or withdrawn, values are created or enforced: change is everywhere. But, as Darwin observed, the ability to respond to these changes is the ultimate determinant of evolutionary success. Resisting change is futile but merely embracing it is insufficient – change must be initiated, inspired, incited.
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Riding the Web 2.0 Wave
Without Web 2.0, Kate Nash would not be the shooting star she is today. Instead of gigging relentlessly for several years to achieve the critical mass of fans required to convince a label of her merit, she started her career on MySpace. And this is only one of the most recent examples that show how the latest iteration of the internet - based on a new model of social interaction - changes both our lives and the way we do business. Web 2.0 has initiated the age of participation, creating new opportunities for PR and corporate communications. And companies like IBM and Panasonic are already taking advantage of these possibilities.
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