Beyond Advertising

Preface

Who Should Read This Book?

This book is for those who recognize that tremendous and far-reaching changes continue unabated in the field of advertising and marketing. It is for those who are already feeling the effects as these fundamental shifts spill over into many, if not all, other disciplines of their organization. It is for those who no longer want to respond reactively or be blind-sided, and would like to get ahead of the curve. This book is for those who sense that the relationship between those with products or services to sell and the people they seek to influence is changing drastically. It is for those whose business models are supported in any significant measure by companies, organizations, and individuals who want to get people to consider, try, buy, or recommend their product, service, or idea—in other words, are supported by advertising. And it is by and for all those who are already pioneering new approaches, who bear the cuts and bruises of blazing trails for a more desirable future, and who are already sending news back from their forays into new territory—our collaborators in this book.

Based on the input from these hundreds of innovators and visionaries from around the world and across disciplines (see Appendix 2), we have assembled a transformational set of concepts that all would benefit from considering, if not acting upon tomorrow morning. We quote our collaborators extensively throughout this book—we've italicized them to make them easily recognizable. ...