Contrary to popular opinion, success in your Social Business initiatives is not an end in itself, but rather an important waypoint directly associated with business success . Organizations around the world from all industries are at last learning to harness the transformative power of Social Business to support their most mission critical business initiatives. According to IBM experience, an alignment of social and business strategies is also the most unexplored area of Social Business consulting. In this session we'll call upon Brandon Seppa's personal consultation with companies all over the European region and discuss the most relevant lessons learned: How to make the value of any proposed Social Business solution real, and why, with double the market share of it's nearest competitor, IBM is leading the way forward.