Here’s my take on business. Every business is simply a set of systems and marketing just happens to be the most important of these systems.

Lots of companies invest money and resources in the creation of employee handbooks. These valuable tools usually dive deeply into rules, regulations, mission, policy and conduct, but often ignore what might be the most important category of all – marketing.

Initially there was the Facebook persona profile and, since that was all we had, businesses jumped in and made the best of using this not so ideal business tool. Then came business pages and again businesses embraced them and in many cases tried to separate business and personal with this approach.

The idea of community in business has taken top billing in recent years due in large part to the obvious growth of social networks and the community aspect they foster.

Keith Ferrazzi, author of Never Eat Alone and Who’s Got Your Back has built a multimillion dollar business out of his passionate message regarding relationships. In fact, he boldly claims that relationship management skills are the number one predictor of the success of an organization.