2 - Jujitsu and the Technologies of the Groundswell

       In the beginning of chapter two, the authors begin to decipher the puzzle of groundswell. If a business/corporation can learn to harness and understand the groundswell theory, it can potentially be used towards the businesses/corporation's success. 

jujitsu: the use of an opponent's strengths or one's own weaknesses to accomplish one's goals"

       Throughout the reading, they continue to build on the fact that groundswell is a double-sided sword, relating it to the art of jujisu, as posted above. In the first part of chapter two, the authors expand on the idea of technology and how its changing rapidly, leading to rapid marketing/utilizing of the groundswell theory. For example, I'm a web designer, and my skills are not relevant to a corporation unless I am skilled with modern and/or trendy web interfaces. I might have five years of PHP experience and lose the job, because of a designer with one year of PHP, who also possesses parallax experience, (a dynamic technique used in modern iPhones). My point is that web technology mirrors the concept of technology & groundswell. For instance, a business could potentially utilize the groundswell theory differently once Vine ("a mobile app owned by Twitter that enables its users to create and post short looping video clips") was released from the Apple Store.