The world is changing faster than our friends in the Fortune 500 can handle. For that matter, the world is changing faster than anyone who isn’t out there changing it themselves can handle. If your not out there doing something about it yourself you too are in danger.

As our friend Seth Godin says TAKE IT . Don’t let change hit you–HIT CHANGE. Your weapon: Innovation.

Take any companies website and their “about us” page. Who are they actually referring to? The founders? The employees? Management? The Customers? or just the geek who wrote the website? If it’s about US, it should be about ALL OF US–every stakeholder in a company. (and believe it or not us customers are the most important)

Specialized Bicycles have figured it out, giving their customers their own page within their social network– http://specializedriders.com/

Starbucks is getting it– with MyStarbucksIdea their new site dedicated to hearing what the customer wants.

I am currently working on a plan for a Extreme Sports Apparel company and trust me it’ll be about US–the rider, the adrenaline junkie, the guy or girl who pours their blood sweat and tears into the shirt we sell. We are one in the same, this company is all ABOUT US, we are our own end user, we are US.

See you out there!