By Charlene Li


Written in 2008, Groundswell: Winning In a World Transformed By Social Technologiesremains relevant as a key resource for business leaders seeking to understand the phenomenon of social technology. It was updated in 2011 and released as a paperback. In addition, in 2009, a subset of the marketing-focused chapters was published as Marketing In The Groundswell.
Charlene Li is the author of five books including the New York Times bestseller, Open Leadership and the co-author of the critically acclaimed book, Groundswell. She is working on her next book, “The Disruptor’s Agenda” set to publish February 2019. Charlene is currently a Principal Analyst at Altimeter, and was previously the Founder and CEO of Altimeter Group prior to its joining Prophet. She was named by Fast Company as one of the most creative people in business and is a frequent speaker and advisor to Fortune 500 companies. She is a graduate of Harvard College and Harvard Business School and lives in San Francisco.

Awards for Groundswell

Reviews of Groundswell

“(The book) is not so much a manifesto or a dissection of online culture as it is a how-to manual for executives and mid-level managers trying to navigate this fast-changing and often confusing environment.” —Ideas: Book Review, Financial Times

“For anyone interested in social media’s impact on business, Groundswell is a great read.” —ReadWriteWeb

“The Forrester analysts have prepared one of the most comprehensive and useful primers on the sudden surge in social media.” —Groundswell Gains A Following, Advertising Age

“This is recommended reading for people in any kind of web marketing role.” —How To Change The World, by Guy Kawasaki

“This book will rock your world, if social technology hasn’t rocked it already. It’s a tsunami of unstoppable force. Amazon, Procter & Gamble, Facebook, Google, and Dell are profiting from the crest of the wave. Are you? Li and Bernoff are the apostles of the tsunami. This book will be your bible.” —Scott Cook, Founder and Chairman of the Executive Committee, Intuit

Groundswell provides practical advice on how to stay nimble and flexible in an ever-morphing digital world. Enabling your company to respond to change quickly — especially when talking to and supporting your consumers — is essential for business success.” —Cathie Black, President, Hearst Magazines

“The first phase of the Internet was about getting everyone connected. In this next phase, which changes the way we work, live, play, and learn, we’re starting to realize the value of those connections as well as the new communications and experiences those interactions lead to — the ‘human network.’ Groundswell effectively documents this shift and underscores the opportunities available to all from this major market transition.” —John T. Chambers, Chairman and CEO, Cisco Systems

“Heed the Groundswell! It’s critical reading and helped us master the new dynamics of social media.” —Christina Norman, President, MTV Networks

Groundswell is a comprehensive look at the tidal wave of change engulfing marketers. Nobody should attempt to engage the newly empowered and emboldened consumer without first hearing what Li and Bernoff have to say on the subject.” —Clark Kokich, CEO, Avenue A | Razorfish

“Social technologies and the groundswell impact every business and organization worldwide. Li and Bernoff have written an insightful book that takes a refreshing research-driven approach to helping businesses transform themselves and successfully navigate this new dynamic landscape.” —Steve Rubel, Senior Vice President, Edelman Digital, and columnist for Advertising Age

“Internet-style communication tools change organizational communication completely, providing a means for workers to run organizations more effectively. Groundswelldescribes how this can happen in any organization, focusing on the human issues, which is the hard part.” —Craig Newmark, Founder,

Other Books

The Disruption Mindset

Build your own disruptor’s agenda.

The Engaged Leader

A Strategy for Your Digital Transformation

Open Leadership

How Social Technology Can Transform How You Lead

Publications & Recognition

Book Awards

Board Positions


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