Companies, to date, have often used the excuse that they are only beholden to their shareholders, but we need shareholders to think of themselves as stakeholders in the well being of society as well.

When thinking through who to bring together to generate new ideas, it is more effective to combine specialists from very different and unrelated disciplines rather than a variety of people with different skills sets in the same field.

When something works for you or another brand, ask yourself, 'Why?' Then don't copy it but think about what you can do that's unique to you and better.

Any institution faces two basic choices if they hope to spark new ideas. One is to leverage the brains trust within their organization by creating a special event dedicated to new thinking. The other is to look outside themselves to stimulate solutions.

However, it was the great 18th century social philosophers John Locke, Thomas Hobbes, and Jean-Jacques Rousseau who brought the concept of a social contract between citizens and governments sharply into political thinking, paving the way for popular democracy and constitutional republicanism.

Perhaps the most effective way to describe the approach a brand must take is to think of themselves as social cartographers. By that I mean that brands must simultaneously inspire, engage and maintain a series of conversations taking place within certain cultural landscape specific to their business goal.

When people align around shared political, social, economic or environmental values, and take collective action, thinking and behaviour that compromises the lives of millions of people around the world can truly change.

As we approach each of the great social challenges of our time we must acknowledge that old thinking will not provide the new solutions we need. These solutions will be uncomfortable, hard to sell and risky to execute. But the cost of not doing so is even greater.

For decades, media companies have largely controlled the tools through which consumers were told what to buy, wear or think. Now consumers possess the same ability to produce, distribute and curate content and distribute it to their peers in real time across social media platforms.