From corner store to community, that is in my book a paradigm shift. And as a very good friend of mine and ex global marketing director of a big company said to me today, “You (SMLXL) are trying to break a paradigm and mental model of what marketing is. That being my speciality.

I think this whole area is emergent, Doc Searls has been at it hammer and tongs for a while, though there are increasing numbers who think as we do.

How do you get ‘died in the wool’ retail CEO’s or marketing people to get their heads round this is a big issue?

I am still grappling with that one.

And the frustration is the whole thing/experience could be richer and more meaningful for all.

We are in a transition stage from industrial mindset to something other and why I felt compelled to write the book communiites dominate brands.

Its a multifacted issue and requires an holistic approach, as communities are equaly made the same way.

therin lies the challenge

From corner store to community, that is in my book a paradigm shift. And as a very good friend of mine and ex global marketing director of a big company said to me today, “You (SMLXL) are trying to break a paradigm and mental model of what marketing is. That being my speciality.

I think this whole area is emergent, Doc Searls has been at it hammer and tongs for a while, though there are increasing numbers who think as we do.

How do you get ‘died in the wool’ retail CEO’s or marketing people to get their heads round this is a big issue?

I am still grappling with that one.

And the frustration is the whole thing/experience could be richer and more meaningful for all.

We are in a transition stage from industrial mindset to something other and why I felt compelled to write the book communiites dominate brands.

Its a multifacted issue and requires an holistic approach, as communities are equaly made the same way.

therin lies the challenge