Introduction: the impact of technology on culture
The rules. Rule #1: seeking control in an out-of-control world ; Rule #2: raw means unscripted ; Rule #3: raw means in-process ; Rule #4: raw means in-context ; Rule #5: heroic credibility
Synthesis. The shift to C2B: rehumanizing the digital relationship ; The flip side of raw: storytelling in an age of distraction
Implications. Implications for leadership: the new blueprint ; Implications for brand loyalty: operating in a state of rawness ; Implications for culture: control, rawness, and heroism @ work
The future. Three scenarios for the future.
