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Awesomeness happens when thick — real, meaningful — value is created by people who love what they do, added to insanely great stuff, and multiplied by communities who are delighted and inspired because they are authentically better off. That’s a better kind of innovation, built for 21st century economics.
The Awesomeness Manifesto - Umair Haque - HarvardBusiness.org
Umair Haque gets a little mixed up on Starbucks’ embrace of Fair Trade (which is more half-hearted marketing than genuine “awesomemeness”), but does capture something important nonetheless about inspired innovation.
