Gideon Rosenblatt writes about the relationship between technology and humans at the Vital Edge. His mission these days is to help his readers see business as the code behind the code of the planet’s next advance in intelligence. He thinks and writes a lot about purpose, value, and equity. Gideon ran a social enterprise called Groundwire for ten years, providing technology and engagement consulting to environmental organizations. Before that, he worked in various stints at Microsoft for ten years, including marketing, product development, as a product unit manager, and as the founder of CarPoint, one of the world's first large-scale e-commerce websites. Fresh out of college, he consulted for US companies in China for four years, and yes, his Chinese is now very rusty. Gideon received an MBA with a focus in marketing from Wharton. He now lives in Seattle with his wife and two boys, and is active on Google+ and Twitter.