Rant Addendum: Radical Deperimeterization

This is part 5 of an occasional series. The initial post is here.

At the end of my marketing rant a few weeks ago, I suggested that corporations might need to reimagine their places in the universe in order to be effective in the new marketing world order—not as central sources of information, but as minor nodes in a much larger network.

I know, I know. That’s kind of a big blow to the corporate ego. But let’s be honest, with few exceptions, potential and even actual users of your products just aren’t that into you. They may like your products just fine because they serve a useful purpose somehow. That’s a different thing than being into a “brand” in itself. But so what? Everybody talks about customer-centricity and solution selling, right? So what really needs to change?

Well, almost everything about how a typical corporation runs, really. Continue reading