The Third Moment of Truth

Who is in charge?

Posted on April 24, 2007 | Permalink

By Lane Casteix

I ran across a good article by Pete Blackshaw on the subject of "letting go" of your brand and "opening up" to its consumers. That is, understanding the power the consumer has over your brand when he makes it his brand.

Mr. Blackshaw questions whether the issue is "letting go" or "opening up", as in opening a real dialog between the brand and the consumer. Maybe it is both?

He frames the issue this way, "What we must let go of are the corporate silos that inhibit real listening and open up the consumer voice. This is measurable and within our reach, and it's far less risky that just starting a blog or waiting to see what shows up next on YouTube."

He makes a good point. Our world is changing, and we need to understand and accommodate for those changes if we are to survive and prosper as businesses.