see filled – at least by GE. Practical content can become activist: it provides platforms for empowerment. It does not just provide contextual information but also a sense of inspiration within a community as well. This is exactly what our client American Express seeks to do with its OPEN Forum. American Express developed OPEN Forum, an online community giving business owners access to advice from peers, leading entrepreneurs and industry bloggers. OPEN Forum gives them greater exposure, business development tools, and an opportunity to build credibility for their businesses.