Josh Bernoff is senior vice president of idea development at Forrester Research in Cambridge, Mass. he is the co-author of Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business and Groundswell: Winning in a World Transformed by Social Technologies, both published by the Harvard Business Review Press. Groundswell was named book of the year by the AMA in 2009. to read past columns, go to marketingPower.com/marketingnews and click on "Featured Contributors." Follow Bernoff at Twitter.com/jbernoff or on Bernoff.com.