Tom Watson has written a really interesting book (albeit with an appalling publisher-imposed title) in which he expands on themes espoused by Clay Shirky with specific reference to social activism, charity and philanthropy.
It is required reading. Not just because of the importance of the subject matter, not just because increasingly your business demonstrably has to stand for something, but also because it is filled with lessons in low cost marketing and you just know you're going to be expected to market smarter in the coming years.
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