TRUTH 23
Different starting places lead to different results
You might already be aware that there is a massive creativity chasm between organisations and their customers. Customers do cool, investigative, socially linked things to find out about goods and services. Organisations tend to adhere to what they have always done.
Customers are embracing tools like social networking and accessing information from a variety of sources. They are behaving like tribes—forming and reforming as the needs appear. They are well armed, mobile and in control. They are highly creative in what they review and buy. They are demonstrating their collective power, leaving sellers in no doubt about the need to produce good products or face extinction.
On the organisation ...
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