1. The Twitter Effect

    What's in a name? If it happens to be Twitter, the answer is roughly $1.1 billion. In just four years, Twitter has gone from birdsong to the most used word in the English language, according to Global Language Monitor data for 2009. ("Obama" was a close second.

  2. To Hell with the Herd

    The embedded problem with chasing popularity," says Harvard Business School marketing professor Youngme Moon, "is that you're not the only one chasing it." The speed at which trends occur and die out, she says, has vastly accelerated thanks to social media and globalization.