What began as an experiment among a few software nerds has, thanks to the internet, expanded into other disciplines, notably media and law. But it won't stop there. Advertising. Branding. Distribution. Consumer research. Product development. Manufacturing. They will all be turned upside down as the despotism of the executive suite gives way to the will, and wisdom, of the masses in a new commercial and cultural epoch.
As the people at Lego have figured out, and Sir Martin Sorrell evidently has not, is that the post-advertising age is The Listenomics Age. It's defining charactristic: the herd will be heard. If you do not listen carefully, you are a fool -- not because the crowd is a threat (although, of course, it is) but because it is your greatest resource. What if its wisdom were harnessed and its power unleashed, unfettered by outmoded intellectual-property laws and uninhibited by the dictates of Management? Here's what: payday.
And this, too, is already in progress. In this book you will be introduced to many ways in which the simple exercise of listening enhances and even replaces business disciplines that have undergirded commerce since time immemorial. In Chapter 4 ("Spot On"), you'll learn about consumer-generated ads, such as you've seen on the Super Bowl.
In Chapter 5 ("Your Product Sucks"), I'll discuss the proliferation of product reviews, on such sites as Angie's List and ePinions.com, not to mention free-standing websites including, perhaps, your own. In Chapter 11, ("The Long Tail Wagging the Dog") I'll discuss how monitoring the data of online transactions – a la Netflix and Amazon.com -- can become the core of a business. Then, of course, there is Chapter 10 ("Sometimes You Just Gotta Lego"); about Danish toymakers who bring total geekazoids in house to play with colorful plastic bricks.
You'll encounter equally revolutionary examples from journalism to encylopedias to electoral politics, each demonstrating a hitherto unimaginable means of getting business done. This book is about all the many ways Listenomics can and must be incorporated into every organization – from Procter & Gamble to the U.S. Congress – that depends on the public for its sustenance.