#mark collier

Classic SOD Cover Date: June 27, 2006

Mark Collier – Summer Wine (Circa 1977)

Photo courtesy of the Chinese Grandma - Upside Down!

Business used to start with an idea - a product or service - that would be taken to market. It was sales and marketing's job to convince the consumer they couldn't live with out this new product or service.

New Media has changed all of that. Blogs, Social media posts, publicly posted videos made by lay people voicing their opinions about what he or she loves and hates about a product or service. All of these new media tools took the power out of the hands of the large corporations and put it in the hands and mouths of the public. 

Brian Solis calls this the "disruption of the B2B2C model." This model allowed a business to produce a product to sell to retailers and distributors who became the sales force to the consumer. Brian talks about turning this focus upside down to a C2B2B model "Start with your consumers not the products you produce — who are they, what are their unmet needs, and how do they wish to transact with your brands? The concept of “transaction” expands from a product purchase to any interaction that facilitates a closer bond between brands and consumers. It’s nearly inarguable that the lack of new product innovation and slow growth is due to a lack of consumer focus in this way." www.BrianSolis.com