Don't have an account yet? Get the most out of your experience with a personalized all-access pass to everything local on events, music, restaurants, news and more. Alex Bogusky was the boy-king of advertising. Will it work? First, let's look at what Bogusky has going for him.

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New workplaces, new food sources, new medicine--even an entirely new economic system. As GOOD magazine reported yesterday, Alex Bogusky and John Bielenberg, have launched a new social entrepreneurship platform called COMMON that is part incubator and part creative community that enables collaboration to find better solutions to pressing social problems.

Bogusky, who transformed Crispin, Porter, Bogusky into a creative powerhouse, Rob Schuham, former head of the marketing agency AMG and think tank Undercurrent , and Bielenberg who led the global design collective Project M , share the goal of creating companies whose concepts, execution and core values better serve the interests of more people and promote wider prosperity.

Their first initiative is the Alabamboo Bike Lab project started by Project M as Common Cycles designed to create affordable transportation and employment opportunities but the intention is to expand the COMMON brand across multiple product categories and industries through the inspiration and ingenuity of a community of creative entrepreneurs.

Whether its the launch of the COMMON brand , crowd-funded and purposeful ad platforms such as Loudsauce , or technological and entrepreneurial support groups like Pando Projects , each demonstrates the desire for a new relationship between brands and consumers. Each is an expression of We First capitalism that recognizes that we are all part of a mutually dependent globally community whose best interests are served by also serving the needs of others.

It is only through such an expanded definition of self-interest that we can remake our world, redress the damage done in the past and hope to leave a healthier planet for the next generation. Do you believe that business can evolve to better serve the interests of others? Or does it require a restart and new brands if we hope to build a sustainable future?

Reprinted from SimonMainwaring. Simon Mainwaring is a branding consultant, author, blogger, and speaker. His upcoming book is We First: How brands and consumers use social media to build a better world. He blogs at SimonMainwaring. Events Innovation Festival The Grill.

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Alex Bogusky was born on July 31, in Miami , Florida. His mother Dixie, was an art director for several magazines until she eventually joined the family design business. Alex is married and has two children. Bogusky was the 16th employee of advertising agency Crispin Porter in



From fearlessrevolution. Can capitalism and social good co-exist? That's the question ad industry rockstar—turned—do-gooder Alex Bogusky is answering with a wholehearted yes in his new venture. Described as an open-source medium for social innovation, the project is part OpenIDEO , part Quora, aiming to harness the collective creativity and knowledge of what's fashionably referred to as "the crowd" in solving the most pressing social problems of our time. It calls itself a "new capitalist brand" built on "transitioning from competitive advantage to collaborative advantage. But in an age when the economic impact of individual corporations rivals that of nations — according to the World Bank, Wal-Mart's revenue eclipsed the GDP of Norway — not enlisting the power and reach of brands in addressing our most time- and resource-intensive issues would be short-sighted at best.

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