Nilofer Merchant has written a wonderful book about the new era in which we are living and working. Finally, someone said it: social isn't about marketing, or putting a new veneer on an old thing - it's that everything is social. Nilofer integrates the social aspects of people - as humans, employees, consumers - with what institutions need to know. Today, connected individuals can now do what once only large behemoth organizations could. The unit of value creation is no longer some machine with humans simply a cog to be plugged in or pulled out. No. Value creation in the 21st century starts with each of us -- something that was lost in the industrial times but can be found again. Take advantage of the fundamental shift we're all experience by knowing what they are, and what they mean for you, and the work you do. It doesn't matter if you're in the C-Suite, the creative designer, the soccer mom, or the government worker - as long as you want to create value there will be something here for you. And, as you progress on your journey of finding and providing value in this new era, you'll want to reread this work. 11 Rules for Creating Value in the Social Era is one of those books we'll all look back at 20 years from now and see how clearly the future was outlined.