The small print

Sheldrake, Philip, 1971 –
Attenzi – a social business story

Second edition, September 2013. First published May 2013. Changes from first edition: new cover design, updated “About”, additional foreword by Robin Carey, added Chapter 72.

This book does not have an ISBN because it’s not currently intended for traditional publishing channels. The only unique resource identifier (URI) we think it needs right now is


social business, business strategy, organizational design, organizational alignment, organizational agility, business performance management, influence, six influence flows, influence scorecard, social media.


This work is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. To view a copy of this license, visit or send a letter to Creative Commons, 444 Castro Street, Suite 900, Mountain View, California, 94041, USA.

In other words, please feel free to share, copy, adapt, distribute and transmit this work as you like, although please attribute it appropriately as follows:

Attenzi – a social business story,, Philip Sheldrake,, May 2013, Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License,

For the avoidance of doubt, NonCommercial here means not making money or other value in kind from selling the work or any adaptation of it in any format. It does not preclude you making use of the work at your organization or sharing it with your colleagues. After all, that’s why it was written.


On that note, the publication is designed to provide accurate and authoritative information in regard to the subject matter covered, but should not be considered a provision of professional services. If professional advice or other expert assistance is required, the services of a competent professional should be sought. One might start with the author.


Thanks to Luke and James at Scheybeler+company for creating the Attenzi brand logos, and to Gabbi Cahane for the ‘book cover’. Attenzi is the name of the fictitious company featured in this publication. You should consider the name a trademark of the author. You’re welcome to reference the name all you like, and use it as a hashtag in social media of course, but you should not trade under this name if your products or services are related to the topics addressed in this book.


Thanks to the team at Automattic for licensing its privacy policy under a Creative Commons Sharealike license. Made compiling this one much less painful.

References to “we” and “our” mean Euler Partners Limited.

Website Visitors

Like most website operators, we collect non-personally-identifying information of the sort that web browsers and servers typically make available, such as the browser type, language preference, referring site, and the date and time of each visitor request. Our purpose in collecting non-personally identifying information is to better understand how our visitors use the website. From time to time, we may release non-personally-identifying information in the aggregate, e.g., by publishing a report on trends in the usage of its website.

We also collect potentially personally-identifying information like Internet Protocol (IP) addresses for logged in users and for users leaving comments. We only disclose logged in user and commenter IP addresses under the same circumstances that we use and disclose personally-identifying information as described below.

Gathering of Personally-Identifying Information

Certain visitors to our website choose to interact with us in ways that require us to gather personally-identifying information. The amount and type of information that we gather depends on the nature of the interaction. For example, we ask commenters to provide an email address. In each case, we collect such information only insofar as is necessary or appropriate to fulfill the purpose of the visitor’s interaction with us. We do not disclose personally-identifying information other than as described below. And visitors can always refuse to supply personally-identifying information, with the caveat that it may prevent them from engaging in certain website-related activities.

Aggregated Statistics

We may collect statistics about the behavior of visitors to its websites. For instance, we may monitor website use with Google and analytics services, or use the Akismet service to help identify spam. We may display this information publicly or provide it to others. However, we never disclose personally-identifying information other than as described below.

Protection of Certain Personally-Identifying Information

We disclose potentially personally-identifying and personally-identifying information only to those of our employees, contractors and affiliated organizations that (i) need to know that information in order to process it on our behalf or to provide services available at our websites, and (ii) that have agreed not to disclose it to others. Some of those employees, contractors and affiliated organizations may be located outside of your home country; by using our websites, you consent to the transfer of such information to them. We will not rent or sell potentially personally-identifying and personally-identifying information to anyone. Other than to its employees, contractors and affiliated organizations, as described above, we disclose potentially personally-identifying and personally-identifying information only in response to a subpoena, court order or other governmental request, or when we believe in good faith that disclosure is reasonably necessary to protect our property or rights, third parties or the public at large. If you have supplied your email address, we may occasionally send you an email to keep you up to date with what’s going on in relation to the topics of the websites, but rarely more than once per calendar month and always with the option to refuse future emails. We take all measures reasonably necessary to protect against the unauthorized access, use, alteration or destruction of potentially personally-identifying and personally-identifying information.


A cookie is a string of information that a website stores on a visitor’s computer, and that the visitor’s browser provides to the website each time the visitor returns. We use cookies to help us identify and track visitors, their usage of our website, and their website access preferences. Visitors who do not wish to have cookies placed on their computers should set their browsers to refuse cookies before using our websites, with the drawback that certain features of our websites may not function properly without the aid of cookies.

Business Transfers

If we, or substantially all of our assets, were acquired, or in the unlikely event that we go out of business or enter bankruptcy, user information would be one of the assets that is transferred or acquired by a third party. You acknowledge that such transfers may occur, and that any acquirer may continue to use your personal information as set forth in this policy.

Privacy Policy Changes

Although most changes are likely to be minor, we may change our Privacy Policy from time to time, and at our sole discretion. We encourage visitors to check this page frequently for any changes to our Privacy Policy. Your continued use of this site after any change in this Privacy Policy will constitute your acceptance of such change. I know all this annoys Doc Searls but he should rest assured that we’ll adopt a replacement to contracts of adhesion as and when an alternative becomes available and practicable.