An omnipresent sign at the gym where I train displays those words. Incremental neglect seldom highlights the greater impact; in other words, you don’t feel worse by skipping a workout or dramatically different after one. But should you skip exercising for a whole year, you are sure to feel accelerated breathing up a flight of stairs, loss of muscle mass, or a tighter fit around your waistline. Responding to the evolutionary digital landscape isn’t a switch; it’s a dial. You have to lead differently! Leadership strategy for the age of connected relationships isn’t about putting up a Facebook fan page or the CEO’s tweeting three times a day! It’s about the unequivocal need to think and act differently as a leading organization because of social: to harness its power and promise while avoiding its inevitable pitfalls, to embrace it as an enabler of your value-add, not block access to it out of fear of malice.