As the world changes at a faster and faster rate, some of us may feel a bit disheartened by what seems to be ever changing professional scenery. Fear not! A great way to pull yourself together is to get back to the basics. Building up a strong foundation will ensure not only a boost now but a platform that will help you flourish going forward!

Although everyone talks about the speed, reach and impact of social media marketing, relatively few people translate that talk into an effective communications strategy – a strategy to help them build their brands, fast-track their careers, reach new customers, recruit talented employees or become influencers in their industries.

A prime example of an under-utilized social media resource is LinkedIn, the 467-million-member network.

Today's business landscape is changing more rapidly than it ever has since the beginning of the industrial revolution. What's driving the speed at which the landscape is transforming is the convergence of science-led innovations and technological advancements that are creating the potential for our work lives to change in ways that were previously unfathomable.

Not only are these developments impacting fundamental human behavior and interactions, but this new environment is also affecting the way in which we do business: reduced cycle times, increased automation, agile teams, telecommuting, and real-time video work sessions with colleagues on the other side of the planet!

I was recently thinking about the Payless social experiment that happened late last year. So, it dawned on me that there are a few valuable lessons that we can learn from that experiment.

What I took away is that when it comes to brand, image is everything. But, of course I already knew this.

Payless proved that with the right imagery and packaging, they could sell their $50 shoes for $600 to social media fashion influencers.