<p>Over the years, I've studied and written extensively about the evolution of social media and social business. My inspiration was drawn from the need to help executives and strategists better understand the importance of becoming a social business and the most efficient ways to do so.</p><p>Much of the challenge of course, was to help everyone see beyond the low hanging fruit of social marketing and social customer service. Instead, to become a true social business was less about trends or technology but rather a refreshing perspective and a more transparent way of doing business. It's a philosophy as much as it is an approach to enliven it.</p><p>There's another lens of which to look at a social business, one that offers a view into a world where social businesses become productive members of society. In this first book published after his Nobel Prize, Creating a World Without Poverty: Social Business and the Future of Capitalism, Prof. Muhammad Yunus presented his vision for an innovative business model that would combine the power of the power of social business and human creativity to overcome the world's biggest problems, namely inequality and poverty. He defined a social business as one that was created and designed to address social problems.</p><p>On this episode of Revolution, I asked good friend Simon Mainwairing to join me in a discussion around the import role of business and good. Mainwairing believes so much in this future for any organization or brand that he left behind the lucrative world of advertising to start We First, a new type of agency to help businesses build purpose-driven, meaningful brands and constructive communities. His view is that while CSR, cause-marketing, and sustainability might have seemed like nice-to-dos just a few years ago, articulating how your brand brings its core values to life is now critical in terms of reputation, employee productivity and bottom line benefits- or liabilities- to any company.</p><p><a href="http://www.linkedin.com/influencers/20130918142748-2293140-the-true-meaning-of-a-social-business">Keep reading...</a></p>