In 1983, Harley-Davidson faced extinction for the second time in 20 years. Twenty-five years later, the company boasted a top-50 global brand valued at $7.8 billion. Central to the company’s turnaround, and to its subsequent success, was Harley’s commitment to building a brand community: a group of ardent consumers organised around the lifestyle, activities, and ethos of the brand. 

Whatever tools musicians use to make music, almost every song or piece of music is a result of collective effort; a collaboration has happened at some point along the way. Nowadays, it has become easier for musicians, producers and engineers to work across the globe, by sharing files or through live streaming. Live steaming, or jamming over Skype, can sometimes be challenging because of lag, but this has not stopped the growing number of songs and music being produced this way. 

We are always online, connected and making our presence felt on social media.  We have evolved into social beings, who are also becoming increasingly aware of being socially responsible. People are engaging more and raising their voices together on movements like Avaaz (Hindi word for voice). These movements give people a sense of contribution, of doing something, even though it may be as simple as signing a petition for a cause that appeals to your sense of what is socially right

The numbers probably tell a lot of the story. A Forrester report forecasts that 4.8 billion individuals globally will use a mobile phone. Smartphone subscribers will soon represent 46% of the global population, driven by an accelerated adoption in Africa and Asia.

I recently completed reading my friend Justice Malala’s book; We have now begun our descent. The book was actually gifted to my mother for her 90th birthday, and I would highly recommend that every concerned citizen who is determined that our future be brighter than our present, reads the book. I went through a range of emotions, mainly anger and some sadness, but without a doubt, Justice’s book makes the strongest case for collaboration.