On The Shoulders of Giants

By: Andy Levitt
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Josh Bernoff is Senior Vice President, Idea Development at Forrester Research.  A couple of years ago, he co-wrote the best seller, Groundswell, which gives guidance and perspective about living in a world transformed by technology. 

Today, his latest book, Empowered, hits the shelves.  It talks about how organizations can transform themselves by empowering their employees (and their customers) to be HEROs: highly empowered, resourceful operatives that make a difference.

Josh and his co-author Ted Schadler build on their framework by introducing the IDEA method: identifying mass influencers, delivering groundswell customer service, empowering customers with mobile information, and amplifying fans to spread the word. 

As a reader of this blog, you know our business focuses on the A part of things: amplifying a company's fans by creating customized word of mouth marketing programs.  And much to my delight, one of our case studies has been featured in this great new book! 

To say that I am humbled would be too much of an understatement.  Making it onto Josh's radar in the first place is pretty exciting - but to be included as an example as the right way to amplify fans in the pharmaceutical space is quite an honor.  It's also something that validates what I've believed was possible for so many years.

I'd like to thank Josh for including us in this book.  I'd also like to thank Christine Waite at Genzyme for seeing the potential in our service, and for being an early believer.  She is a pioneer in our industry, and it's people like her that make this work so rewarding.

And so for everyone who's been telling us for years that it's not possible, think again.  It can be done!  Here's an excerpt: "Anyone interested in nonstandard forms of marketing in the pharmaceutical industry is a HERO, because you have to be both empowered and resourceful to get the lawyers and regulatory affairs people to okay your program.  The resource Christine needed was HealthTalker, a company dedicated to spreading fan word of mouth for life science companies."

Help us spread the word by posting something about this on Facebook or tweeting this post out to your network.  Let us know you did it, and we'll give away 5 copies of Empowered at random as our way of saying thanks