Aug 11

Written by: Myra Norton
8/11/2010 7:42 AM

As I've mentioned before, I really like the way Michael Wu thinks.  In particular, he's done a great job of articulating the fundamental shift that is happening in the world of communication as a result of the rise of online social networks.

Check out the visuals he has provided in terms of the different modes of communication.  Most Marketers are much more comfortable with Option 2, but like it or not - the real world operates in Option 3.  Michael has some good ideas about how to "manage" the results of this evolution in communication, but I guess my question is whether time is better spent connecting with the networks that matter to your customers - those networks illustrated in the third model – instead of trying to manage them.  I hate to get all “Zen” on you, but I think there is great wisdom in the idea of embracing chaos and uncertainty – with intention.  So, instead of focusing on how messy all of these customer-to-customer-to-godknowswho relationships are, how about thinking about what your intention is and then connecting with the chaos to achieve that intention.  For instance, if your intention is to acquire five new clients, how about understanding who the key connectors are in the networks among your customers and prospects and then asking them for their advice on how to best serve five new clients? 

I know this is a bit philosophical, but think about it for a minute…think about the opportunities in your world to stop focusing on the chaos and uncertainty and start focusing on connecting intention with the networks that can help you fulfill that intention.

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