Is Business 3.o too cliche?
Whatever you want to call it, we are coming full circle. In the beginning, we participated in commerce at the local level. You did business with the people you knew. Business was done on a relationship level. Then along came the automobile and communication devices. By the time the television came along, we were all exposed to mass advertising and mass manufacturing. The whole notion of “brand” was to develop a relationship with a product where we once relied on relationships with individuals. Well here we are in the “relationship age.” Where your ability to succeed has more to do with orchestrating effort thru your network or connections. TV advertising, or advertising in general, is in a fluid state of disarray. People want to do business with other people again — not brands. The big will get smaller and the small get bigger. Say goodbye to institutional friction. We will witness the rise of the individual. We’ve come full circle folks!
