Waber's research revealed that the key to transformation in the workplace is "social levers" -- small changes that people respond to in dramatic ways.

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Rawn Shah is a business transformation consultant in the Social Software Adoption team in IBM's software group and is the author of Social Networking for Business: Choosing the Right Tools and Resources to Fit Your Needs, newly published by Wharton School Publishing.

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Among the earliest people to grasp the importance of this social transformation was Reid Hoffman, a Stanford graduate who in 2000 became one of PayPal's earliest executives.

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Whether this is a proper focus for business education is being openly challenged by thought leaders such as Harvard's Clayton Christensen, whose books on innovation include The Innovator's Dilemma, and Rakesh Khurana, also of Harvard, author of From Higher Aims to Hired Hands: The Social Transformation of American Business Schools and the Unfulfilled Promise of Management as a Profession.

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