Energizing the Groundswell

What exactly is energizing?

Energizing can mean plenty different things, in different contexts of course. But what does energizing mean in regards to the groundswell? In chapter 7 of the Groundswell (2011) by Charline Li and Josh Bernoff, have dedicated a whole chapter on how energizing effects the Groundswell. In the chapter, it explains that Energizing is a powerful technique that to boost your business (Li & Bernoff, 2011).

This chapter goes in depth the groundswell can energize the sales potential of your best customers. This chapter also includes some marketing concepts including reviews and ratings. As well as how word of mouth, which includes talking with the groundswell to stimulate conversation.  This can be used for businesses to create sales and for a starting up business. Word of mouth is considered very powerful because of 3 factors:

  1. Its believable. Having testimonials from previous customers is much more reliable than any social media ad.
  2. Its self-reinforcing. Meaning that you hear it not from one person but 5, 10, 20 people, and thats when it gets you thinking.
  3. Its self-spreading. If the product is worth the talk, people will use word of mouth to keep it spreading around.

(Li & Bernoff, 2011)

Energizing is powerful and much more risky than just listening and talking. Instead if you really want a way to energize your customers you must prepare new ways of thinking . Li and Bernoff suggest five steps to energize your customers:

  1. Figure out if you want to energize the groundswell.
  2. Check the social technographics profile of your customers.
  3. Ask yourself “what is my customers problem”.
  4. Pick a strategy that fits your customers social tehnographics profile and problems.
  5. Don’t start unless you can stick around for the long haul.

(Li & Bernoff, 2011)

In my opinion, energizing is a great way to keep the concepts and information alive. This can enable someone to have motivation to keep up with trends or to motivate customers to why this product can benefit you or how can it be useful. You should always be prepared to have a strategy that best fits your customers best interests. This will allow you to succeed in the long run and can allow for better customer service which will continue on being positive for your business.


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

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