The customer really is in charge, Part II.

Posted on April 2, 2007 | Permalink

By Lane Casteix

"I am the new consumer, and if you want me, you have to engage with me. You have to come to me, and you have to do it on my terms. I am far more intelligent and informed than you, and I am in control. Until you believe that - until you own that - you are worthless."

Those are the words of Gabe Chouinard, a young "freelance" creative on a rant. He is saying what I have been saying. We must recognize that the advertising world has changed and is continuing to change, and the ways we counted on before to reach our customers just don't work as well as they used to. The article published at Adrants is worth reading in its entirety. Yes, it is somewhat rambling, but there is a message in it we need to grasp.