"40 years ago a brand such as Jolly Green Giant could sell a lot of mediocre corn with a great jingle and a huge television advertising budget. 20 years ago a company such as Circuit City could be a miserable, secretive place to work but it wouldn't matter much to shareholders or customers because they likely would never find out. Social media has changed all that, very quickly. The speed and ease with which information travels—the good, the bad and the ugly—is faster than ever before, and only accelerating. Today, the brands that succeed aren't the ones that spend the most money on disruptive advertising—they're the ones that spend the most money on creating valuable, meaningful products and customer service. Today, the businesses that succeed aren't the ones who keep costs down by not giving perks to employees—they're the ones who create an open, transparent, fun place to work where passionate people can exchange ideas. Today, more than ever before, for businesses, brands, and entrepreneurs, it pays to be likeable."