An interview with Josh Bernoff, vice president and principal analyst at Forrester Research. Over the past thirteen years, Mr. Bernoff has become one of Americas most frequently quoted research analysts. His analysis, which aims at a deeper understanding of people and how they use technology, has been cited by sources from The Wall St. Journal to 60 Minutes. He is the co-author of the book Groundswell: Winning in a World Transformed by Social Technologies, which offers myriad data-based strategies for companies that want to harness the power of social technologies like blogs, social networks, and YouTube.