There's an adage that is an apt description of the new dynamic at work between brands and consumers connected through social media: People support what they help to build. But now that many brands are launching community-driven cause marketing campaigns the challenge becomes what to do next?

I really subscribe to that old adage that you should never let the audience get ahead of you for a second. So if the film's abrasive and wrongfoots people then y'know that's great. But I hope it involves an audience.

I hope telling stories though 'Making a Difference' - as in my academic work and nonprofit work - will help me to live my grandmother's adage of 'Life is not about what happens to you but about what you do with what happens to you.'