Alex Bogusky recently introduced COMMON at an AIGA Colorado/Mohawk Paper sponsored Introduction to the Living Principles held at the Denver Art Museum. It was a fascinating evening in which Mr. Bogusky described the road that led him to initiate COMMON along with partners Rob Schuham and John Bielenberg: he saw that the rules of business were changing, and at the same time he felt that he could no longer operate/speak freely in the advertising world; he saw that we were “hitting the edge of the bucket” in terms of resources on our planet; he felt that we as consumers could do more to change things than simply apply pressure to corporations, that we must play a part in inventing the new capitalism. COMMON wants to be the first collaborative brand and embraces collaborative advantage instead of competitive advantage. Curious to learn more? It’s worth taking the time to watch the video, including the insightful Q & A at the end.