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Paul: Solid post. Good to read this as I've been thinking about this lately as well, and you helped me mentally flesh things out a bit more.

I've been thinking a lot lately about our role on the agency side in influencing this type of thinking (http://joshchambers.com/being-better-than-good/). To oversimplify things, there seem to be two major hurtles:

  1. Convincing others this is worthwhile.
  2. Helping them implement things that *are* worthwhile if the convincing took place. And this one is challenging as often it requires influencing an entire culture/product/business beyond a "simple" campaign.

Thanks again.

Paul, glad I came across your post. Struck a chord with the idealist in me.

Absolutely agree that brands need to strive towards something greater than themselves. The transparency of the social era means instant accountability and higher expectations for brands.

Besides, doing for others makes a brand "worth talking about," to quote you. Not to mention, it's the right thing to do.

Excellent job laying out a roadmap for making this happen. Thank you. -Andy

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