Problems are obvious. With problems, we nearly always assume the premise. We assume the system the problem lives within. And in doing so, we nearly always accept the boundaries of that system and all its “rules.” Few of us are celebrated for merely solving problems. Opportunities are different. Opportunities create value in ways solving problems rarely does and value is nearly always celebrated.

It’s pretty clear that people approach the “social” side of social media first. The media, with a small m, is theirs (photos, and videos and text). Corporations, on the other hand, are typically approaching “social media” because of the Media side of the term, with a capital M. Here’s the crux—people want Relationship before Brand. Corporations prefer Brand before Relationship. Who wins?