Reflection #1 Let me help you understand the Groundswell by Charlene Li and Josh Bernoff, through Adidas and their community. Chapter 1 to 4 If the Groundswell is a concept totally new for you, as it is for me, let me give you the exact definition from the Book Groundswell by Charlene Li and Josh Bernoff: “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations” (pg 9). Now we mentioned the most important fact, I would like to show you what I decided are key points of these chapters. I will Adidas as an example. Groundswell is the collision of 3 factors: People, Technology and Economics (pg 10). ...