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"Conversation. What is it? A Mystery! It's the art of never seeming bored, of touching everything with interest, of pleasing with trifles, of being fascinating with nothing at all. How do we define this lively darting about with words, of hitting them back and forth, this sort of brief smile of ideas which should be conversation?" Guy de Maupassant

Monday, January 8, 2007

Everyone seems to be talking about it.  Nice to see these perspectives in the context of brands and products.  I read this at Brandchannel today:

SelfLead - the emergence of the sovereign citizen - by Ray Podder.

Excerpts:

"What if anything and everything you owned, knew, thought, created or used was negotiable at any point in time? What if you could sell off your junk, get compensated for your opinions, or lend, borrow and bet without the need for banks or governments? What if your creative product had a larger audience than corporate networks? What if your lone dissident voice couldnít be silenced even by the rich and powerful?"

"At first, it may seem strange to think that you could be on the same level playing field as a multinational corporation, but just consider how business and customers co-exist in networked spaces. As of now, we both get our basic queries and network trend data from the same place. Pending the Net Neutrality power struggle and censorship issues of the moment, the deeper resources of the Internet will likely become available to everyone as well. Given the probability of that reality and the other factors previously mentioned what do we do to use this shift to our advantage both as individuals and as companies?

Enable the empowered. Marketing is no longer about messages. Itís about motivation. If you want to motivate the new sovereignty, reach them by the tools they will use to refine their participation power. That means be available as choices for personalization on start-page like environments where choosing your brand of service is a self-defining action. For example, if you deliver travel services, then the new sovereign citizen is both your traveler and your travel agent. If you sell art then the new sovereign citizen is your art promoter, using your art in experiential ways to define their personal spaces."

And here's another paper found at Brandchannel from Dec 2006 - How To Crash The Consumer-Controlled Party.  And Not Get Thrown Out .... (pdf file)



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