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it's the other way around. Businesses that trade their promise are based on an asset / value exchange. They should focus on the trade, and let people decide about spreading the word making it super easy for them to do so. What businesses get back when trading the model is strength, resilience, and endurance.

Society has grown increasingly what-oriented. I don't see much in the way of useful conversation building on such foundations. Still, the pervasiveness of what-mindedness presents a great opportunity for those who communicate in terms of why and how.

To your point, Valeria, business which think about WHY they want people to like, retweet, and pursue the latest social widget (there's your promises) are better prepared to figure out HOW those activities support the business and develop communication strategies which drive real impact.

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