This document discusses how businesses must adapt to the shift to a connected, networked society. It notes that by 2015, social media is projected to drive a six-fold increase in physical goods sales and equally promising growth in service sales. It emphasizes that consumers have more options and can change habits quickly with enabling technology. The document recommends that businesses focus on connecting with and empowering clients through social networks like Facebook, LinkedIn, Twitter, and blogs. It stresses the importance of transparency, credibility, and mobile strategies to engage customers in this new landscape.