it's relatively funny that we have companies (which if you take the word means something like " to have company", "to be good company") and then for some obscure reason you form these to make business. Sell stuff. Supply and demand. Gah. Would the business of business be different if companies started to look at themselves as rockbands ? - as world saviors, or as something more than superheroes ? I think it would - and I think that we have to teach companies to be more than business and do more than business, because of their own competition and market, but mostly because of the changing demand from their surroundings. How are you a "hip" company today ?