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Done correctly, everyone from individual speakers to large organizations can inspire citizens and customers to spread a message using their own social channels, and in so doing, inspire countless supporters to build their reputation, profits and social impact.

The future belongs to crowds.

Everybody is promoting something.

Marketing is designed to bring people into something.

It takes people to move crowds in the right direction, crowds by themselves just stand around and mutter.

What helps people, helps business.

Marketing is a contest for people's attention.

We're very much in the people business in that there are two important groups you have to work with: customers and employees.

The course of business shapes public opinion.

There are a lot of people who get support from a thriving business.