Mementum

Rusty taught me something cool today.

We were talking about the generational gap in information retrieval methods, and he explained that our generation (those of us in our mid 20’s) sees the internet as our main source of knowledge. This knowledge is both created and shared by all of us together, whether professional or amateur. (Seems about right.)

The generation preceding us, however, grew up where the Encyclopedia Britannica was The Oracle. We even paid for its informational blessings. In that age, information was written by the professionals for the amateurs. It was to be protected; those who held the knowledge, held the power.

The generation after me probably said “internet” as one of their first words. Information is approaching zero costs and complete ubiquity.

Customers will look to the internet more and more to review your product and find your story. We’ll probably trust any reviewer competent enough to write punctuated sentences. Your secrets are no longer safe.

So you have 2 options. Fight a futile battle of controlling your message and marketing, or empower your customers to do it for you.