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Subtitle: It is not the people that should look to businesses, businesses should look to the people.

Our visions of where influence derives is skewed.  Professionals do not make influential changes, but only identify, define, and market them.

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In his book “The Tipping Point,” Gladwell talks about Hush Puppies shoes and how they went from almost being discontinued to a hugely successful brand.  Hush Puppies became a fad in lower Manhattan not on purpose, not because of a campaign, not because of any professional efforts, but because a few “kids” decided they were cool and the shoes became trendy and hip with their peers. 

Let’s look at social media for a minute.  The true value of social media is not the communication platform, but what that communication brings to the table.  Social media enables a company to gain vital insight to where markets are going by talking with the public.

Companies and Social Media

Companies need to talk to their customers to see what they are thinking.  Companies are usually ‘out-of-the-loop’ when it comes to what is being said on the ‘streets;’  social media provides insight and establishes a public ‘advisory board’ that leads executives and marketing professionals to decide what to bring to the market – or discontinue.

The Public

Unbeknownst to the average person, it is they that are the true content providers and definers.  With the help of social media, this is slowly being realized – more people are providing top-notch content and participating in global dialogues.

Profitability is where professionals come in.  Once the public figures out how to crack this threshold, it is at that moment that that industry becomes open to change and revolution.

Here’s a modified statement from a popular quote for the movie “V for Vendetta” – It is not the people that should look to businesses, businesses should look to the people. Oh, so true.

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