The Burning Question is the name of a 2010 Cannes Lions International Advertising Festival seminar. The search for a question that would change the industry began in March 2010. After months of collecting questions from marketers, Jim Stengel and Bob Gilbreath arrived at one question:

How can we, in marketing and business, hold ourselves to a higher standard to create a positive impact on those we serve, our employees, and even the world?

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