Bornstein has studied micro-lending programs from around the world and the rise of what he dubs the "citizen sector", the growth of social entrepreneurism during the last thirty years or so. Combined with radical global societal changes that have occured since the Second World War (in education, healthcare and human rights), Bornstein provides a fascinating context for a lot of the rhetoric surrounding social media. As century-old structures of global social organization dissolve and the world becomes more seemingly miscellaneous, what is emerging is people-(rather than instituion) driven change.
Top-down solutions are proving to be less effective than decentralized solutions, and while we always allude to this in reference to social media and marketing, it is very eye-opening to see this operate on an entirely different (and more meaningful) scale. Bornstein believes that we are on the verge of seeing the "real" history of the world, one which is driven by collective effort mobilized by social entrepreneurship. The tools of social technologies are there. Now that is something to rally behind (rather than name the Doritos flavour?).