After just getting home I saw that my copy of the Jeff Jarvis book, “What Would Google Do?” has arrived. I highly recommend reading this book and I’ll probably do an occasional post about something I find in it.

For starters, on the first page:

The mass market is dead, replaced by the mass of niches.

Boy, how hard is that for the traditional marketer to accept much less understand?

How about:

Owning pipelines, people, products, or even intellectual property is no longer a key to success. Openness is.

I can’t tell you how many times I’ve been asked why all the information we publish is “free.” Why do we teach other people about new media? Or as most put it, “to do what you do?” Why would we place our content online, especially in platforms like YouTube or Flickr?

Hmm. Let me think about that for a minute. Could it be because that’s where the people I want to interact with are? Could that be where your customers or members are?