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We, the undersigned Rogues, with tongues firmly planted in our cheeks and with the inherent power derived from within and the Laws of Hops and Barley, declare the intent to form a Micro-Nation — the Rogue Nation — a global alliance without borders, its citizenry possessing an unswerving responsible allegiance to the Rogue within, unfettered by limitations imposed by others, commonly-accepted bullshit, or rules totally lacking in reason.

Add HTML and Applications to your page.

Add applications with relevance to your business, such as FBML, Reviews, YouTube Video Box, etc. and your fans will want to actually use your Page, not just visit it.

You don't even have to write your own blog- there's tons of content in virtually every field out there already, so just syndicate news and blog feeds directly to your Facebook page that have relevance and meaning to your customers and potential customers.

You're talking to human beings one-to-one -- be honest and transparent, succinct and accurate and personalise all your messages accordingly.

Recent changes in law on unfair advertising practices have torn up the thoughtless spammers' charter that eroded trust and confidence in conversation in a social media setting.It has been replaced with the only viable long-term communication of targeted, respectful, considered and relevant engagement and conversation. 

The biggest benefits are in terms of increasing engagement and dialogue with the target audience. Look at Dell's 'Idea Storm' campaign for word of mouth's potential to revolutionise brand perception. Perceptions of Dell were successfully shifted from disengaged, remote and in danger of becoming irrelevant (before the campaign) to visionary, engaged, open and forward looking (after).

Where are the ideals in your organization? What ideals are missing - absent, bankrupt, stolen - from your economy, industry, or market? What ideals will you fight and struggle for - and live? Because the ultimate problem with industrial-era business was, as Wall Street has so convincingly demonstrated, this: there weren't any. That seventh lesson is the starting point for tomorrow's radical innovators - because it's the thread that knits the others together. And it's where you should start if you want to use these seven rules to start building 21st century institutions - whether businesses, non-profits, social enterprises, or political campaigns.

Talking to Zappos is like talking to a friend that happens to sell shoes.