The internet has been around, in some form, since the late sixties.

But it only started to have its impact on our lives since the mid-nineties.

And most of us, as marketers, are only learning how to deal with it today.


There is something much, much older than the internet.

The art of conversation.

An art centered entirely around the individual.

Thesis. Antithesis. And through dialogue, synthesis.


The world that most of us grew up in was a world centered squarely on the mass.

Mass communication.

Mass retailing.

Mass consumption.


In this world, the individual was reduced to a number.

A part of a consumer demographic.  A target group.  Conversation was replaced by broadcast. The thesis was the marketing message, measured by CPM.  The antithesis, a simple “buy/don’t buy” decision, with the only synthesis coming through post advertising research and brand health monitors.


The world is changing.


Mass broadcast is being replaced by individual conversation.

Mass retailing by highly personalized shopping experiences.

Mass research by real time thesis, antithesis and synthesis.


Welcome to the conversation economy.

Welcome back to the future.


The rebirth of the conversation economy has been stimulated by technology.

But it’s not about technology. The art of conversation that we practice on the internet is carrying over into the way we live our real lives. And this has implications for every aspect of the way that businesses are run today.


It’s s confusing world. Only because it’s not the world we grew up in.  We need to explore it well.  And the way to do it is through the art of conversation. Through thesis, antithesis and synthesis.


2 thoughts on “ONCE UPON A TIME

  1. midgetdiget

    The art of conversation surely involves " showing interest" ,listening, and responding? My observations of " professionals" are that they show little ability to engage or show interest in others, which leaves me with a sense of despair. The GP who grunts, the dentist who dictates, ( when he’s in your mouth!) oh no, thats me.! and the person who is more interested in "their agenda". And so, I would wish that conversation be a productive exchange of views, that leaves you in no doubt about its usefullness.

  2. Peter Economides

    <html><head></head><body style="word-wrap: break-word; -webkit-nbsp-mode: space; -webkit-line-break: after-white-space; ">Yes of course.<div>The end goal of "synthesis" presupposes dialogue.</div><div>And dialogue is not a grunt nor a dictate :)</div><div>Nor a focus on "their agenda."</div><div><br></div><div>Are you a dentist?</div><div><br><div><div></div></div></div></body></html>


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