agencies acting like startups.

"One tool I really liked was the “Business Plan” which took the form of a single landscape sheet divided left to right into sections like “Revenue”, “Channels”, “Key Partners” “Value Proposition”, “Segments” etc.

Instead of being just a dry document that gets handed over- this thing lives and breathes, morphs and changes as people ideate around the business model.

Each of these sections in the “model” remains blank with nothing committed to paper. In a brainstorm-like session, but less formal, the team ideates and refines using Post-It notes to get to a place that everyone agrees makes sense.”

Russell cites Arduino as the killer application in this community, it’s the “thing” that connects external devices to computers. People are having fun with this technology by sending weather balloons up into space with digital cameras, or making bubble machines that are triggered by certain tweets. Those involved are a community of hackers that are motivated by making magical stuff, as Russell says it’s like they want to “build the things in the Harry Potter films.”

"Over-time, we are going to see much more sophistication with Facebook as brands try to move their “like” bases into different channels via different communication and content efforts. This approach will allow them to develop discrete and dedicated strategies for specific segments.

The idea that a brand only has a single page for all consumers is fast becoming a dated concept.”