As consumers, our access to--and appetite for--information about what
and how we buy continues to grow. Powered by social media, we scrutinize
the companies behind familiar products and are disappointed when their
actions do not meet our expectations. With citizens acting as 24/7
auditors of corporate behavior, one formerly trusted company after
another has had their business disrupted with astonishing velocity.
Control of the corporate narrative has shifted to engaged stakeholders
in the new social landscape, requiring a radical change to company
practices.
James Rubin and Barie Carmichael provide a strategic roadmap for
businesses to navigate the new era, rebuild trust, and find their voice.
Reset traces the global decline of trust in business at the same time
that the public's expectations for business's role in society are
rising. Today, businesses must bridge this widening gap, which requires
strategic solutions anchored in a critical outside-in understanding of
the stakeholder footprint of the business model. C-suite executives who
proactively mitigate the negative social impacts inherent in their
business models, strategies, and operations can find win-win solutions
that not only benefit both their business and society, but also enable
sustainable growth in the challenging new social landscape. Rubin and
Carmichael offer case studies of reputations lost and found, suggesting
fundamental strategies to mitigate risk and build the corporate brand.
Reset is an essential guide to navigating the pitfalls and taking
advantage of the opportunities of the reset.
