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@Stephen - yes, it has been clear to me for quite a while that marketers should become content creators. The creation as product in and of itself is a difficult concept for CMOs to grasp, especially those who got to that function from disciplines like sales. Brilliant conclusion, here we indeed need to become or continue to be a "trusted source of insight and relevance." I can't wait for your book to come out!

@Suzanna - you go to the heart of things, thinking together. Do you think that marketing will be replaced by "social proof based conversations"? Everything is possible, of course. But only when the commerce side of things is taken care of. Yes, do come to one of our tweet-ups.

@Chuck - I'll be visiting with your work. You may probably find out by browsing here that I have more than a passing interest for media as an industry in deep need of transformation.

@Paul - my take is that the age of pushing is quite over. As a marketer I object to many of the aggressive tactics of the past in favor of a more organic approach to business. Glad the post inspired you.

collaboration happens naturally with growth of awareness .. hyper-connectivity is bringing it about for those not so aware ...

it is a process of recognition of what is, and requires no doing

This post has made me re-think how I do business. I've only just joined Twitter.

A lot of my marketing colleagues use it to push their latest products, and while no doubt I'll be doing a bit of that too :) I primarily want to use it to connect with customers and colleagues.

In a sense, you could say that business is a collaboration between the product owner, and the customers...


Paul Hancox

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