19. Companies can now communicate with their markets directly. If they blow it, it could be their last chance.
You do have to love the hyperbole in these theses. Not just because of the rampant "yo, old guys!"-factor in it, but also because it is true.
If a company can't make itself relevant in the world we live in, it's doomed. And the world we live in is determined by those we talk to, interact with, take advice from and create meaning with.
This is a game changer. Every post up to this point has, in any number of ways, said the same thing: in the past, when an ordinary life was overdetermined by the general lack of information, the only people who actually knew what was going on were those who did them and those who administered them. Everyone else were in essence left in the dark, and had to take the words of those in and/or with power for it. Whatever "it" happened to be.
When information goes from being a scarcity to being overabundant, the notion of just taking someone on their word for anything is a strange notion indeed. Most of the time, any given statement can be verified or falsified by available information, and the company who simply says "we're the best, cause we say so!" are not in the business of business any more.
I need not remind you that the same goes for politicians.
If you want to talk business, you have to take into account that those you talk to have access to at least as much information about what you do as you do. Probably more, by virtue of them not wanting to spend money on second-rate goods. Or votes, for that matter.
If you want to talk business, you have to talk to people. Because they do indeed talk about you, and if you're not there to give them your side of the story - well, then you're a stranger.
Don't be a stranger. There's too much at stake for that.
Hi, Market. How are you?
I'll see you tomorrow for part twenty.