In chapter 4 of the Groundswell book (2011) by Charline Li and Josh Bernoff, we start to look into the beginning of the second half of the book, which involves strategies for tapping into the groundswell. We first look into a step-by-step process planning criteria, which is called POST. Than, we will see the different objectives to pursue this process.

POST is a four-step process planning that is recommended in strategy building. The acronym itself stands for people, objectives, strategy, and technology. This process enables you in creating a primary base for your plan. The first step is people, where the technographic profile plays this role, whereas this step requires you to understand your customer and their needs. This includes how your customers will engage in your business. The second step and possibly the most important is objective, this involves having objectives on how to pursue your goals. The third step is strategy, which requires you to prepare to pursue your goal, such as having the ability to plan for desired changes in the future (Li & Bernoff, 2011). Lastly, technology is the step where we see how you would involve what applications to build with your plan. This may include any social networking sites and blogs.

We mentioned above that the most highly recommended step is the objectives. Objectives play a valuable role in the process due to the clarity that will be breakdown your strategy cleaner. This includes 5 primary objectives that are found by companies to be successful in the Groundswell book (Li & Bernoff, 2011). The first objective is listening, meaning having the ability to listen and understand your customers and people. Second is talking, using the groundswell to spread messages about your company is an excellent source in marketing. Third is energizing, this includes energizing and supercharging your customers by using the elements in the groundswell. Fourth is the setting, which means having tools to set up customers to support each other. Lastly is the most challenging, which is embracing. Have your customers help your business by embracing what you give them such as your products. (Li & Bernoff, 2011).

In my future career path that I would hope to be apart of the financial sector for the Government of Alberta, preferably an analyst. The POST process can be an option to be used in the financial sector of the Government, especially when we get into the treasury and the business with the bank of Canada. The POST process does deal with business-to-business work so it may be applicable to the Government of Alberta. There is a large network within the government and having a strategy to attain a goal is and will surely be needed. I think that the POST process can assist with that because it allows creating clear objectives to form the framework of your goal and than it will easily lead into a strategy to accomplish the goals and future plans.


Li, C., & Bernoff, J. (2011). Groundswell: Winning in a world transformed by social technologies. (expanded and revised edition). Boston: Harvard Business Review School Press.

Photo credit:



Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s