Thanks Craig for this blog post. I agree with your comments and enjoyed your "what ifs". I think there is a need for leaders in the field to 'innovate'. Much of the reading I have come across over the last year has been much of the same. Great for a beginner - but for those who are more advanced in the field there is very little to 'boost' or inspire different ways of working.I do hope that in 2011 we can see more 'innovation'. As social marketers if we don't, we are at risk of being swept away by cynics and others who question the value of social marketing as a discipline. I look forward to reading your book when it is published!