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Oreo's Dunk in the Dark Super Bowl viral tweet was 'a big win' but also 'a big failure' according to Mondelez VP of global media and consumer engagement, Bonin Bough.

It really amazes me. We are still predicting failure/success, trying to figure out exactly what Enterprise 2.0 is. Why? Not because I know the answer, but because our expectations are off. It's like trying to predict the winner of the ball game at the end of the 1st inning.

"Without the support of whites, organizations and educational settings will fail in their attempts to navigate and manage the complexities of diverse work forces and constituencies," said Jeffrey Sanchez-Burks, an associate professor of management and organizations at Michigan's Ross School of Business. "In the face of the dramatic projected growth in demographic diversity, such failure could have severe economic, social and political consequences. "Our research reveals that this resistance can have little to do with prejudice. Instead, it can stem from a basic human need to belong."

It's critical to distinguish a consumer's increased ability to amplify a brand's successes and failures from his or her actual control over the story a brand tells. In the purest sense, consumers have always wielded immense influence with their wallet. That their votes are now cast on public websites long before the ballots are counted on confidential P&Ls only makes it easier for marketers to react more quickly. If brands were in "control" back when their only option was to launch expensive print, TV and out-of-home campaigns -- and then wait several months to see the sales data -- then, by comparison, modern media has made them practically omnipotent.

New Google CEO Larry Page, who stepped into the job this week, believes that Google needs to go "social" to compete.To that end, he sent out a company-wide memo last Friday, alerting employees that 25% of their annual bonus will be tied to the success or failure of Google's social strategy in 2011.

There were many successes, but far too many more failures in this endeavor. Why? Companies absorbed the process of Design Thinking all to well, turning it into a linear, gated, by-the-book methodology that delivered, at best, incremental change and innovation. Call it N+1 innovation. Above all, CQ is about abilities. I can call them literacies or fluencies. If you walk into one of Katie Salen's Quest to Learn classes or a business strategy class at the Rotman School of Management, you can see people being taught behaviors that raise their CQ. You can see it in the military, corporations, and sports teams. It is about more than thinking, it is about learning by doing and learning how to do the new in an uncertain, ambiguous, complex space--our lives today.

On Friday, I instigated a call to help a friend of mine in New Zealand. What I asked for was not money, and not much time, really; rather, I asked for people to record a short message (20 seconds max) in support of the people in Christchurch who have suffered so much from the earthquakes that have plagued their wonderful city. How this story is supposed to end is this: hundreds of thousands of people heard my plea for help, and overwhelmed my server with messages of hope. The number of messages and the outpouring of passion and love for this cause brought the Interwebs to its knees. The people of New Zealand clung to those messages of hope - and another social media legend was born. This did not happen.