1. The document discusses how social capital or "whuffie" is an important factor for building business, especially in tough economic times. Whuffie refers to one's reputation and influence within social networks. 2. It outlines five key components to raising whuffie: turning marketing outward to listen to customers; becoming part of the communities served; creating amazing customer experiences; embracing chaos and transparency; and finding a higher purpose beyond profits. 3. Building whuffie involves giving back to communities through openness, collaboration, addressing customer needs, and focusing on positivity over fear or control of messaging.