The transformation of connecting from a physical-material point of view towards a more social sphere appears to be in train. The connection between business and the world can only thrive if companies integrate social and environmental issues deeply into their core business strategy and operations. Indeed, ignoring the connection potential of social technologies imperils organisations that are not attuned to their consumers. Social tools offer businesses the possibility to become more human and Dale Roberts makes a case for wider interaction within systems as a preferred mode of explaining and planning for connections. Social technology supports broad and more representative participation in decision making. Social tools challenge organisations and hierarchies. Social entrepreneurs have long tried to address the needs of communities through appealing to individuals. A renewed connection with the external world is only possible if business people are willing to adopt an entirely new attitude.