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Mark Pesce has been on the forefront of emerging developments in science, technology and media for a quarter of a century. A well-respected journalist, Mark has written for WIRED, Feed, Salon, PC Magazine, The Age and for the last three seasons, has been a panelist on the hit ABC show “The New Inventors”.
In just the last few years, businesses have suddenly been confronted with customers who are moving faster than them, are more knowledgeable than them, and are more empowered than they are. Patients walk into the doctor's surgery with a full list of diagnoses and treatments; and travelers are rewriting the rules of the travel publishing industry. All of these developments are connected by a simple theme: the public is expressing its new-found ability to organize itself around any topic that interests it.
Businesses which adapt to this transition, and accept the newly-empowered public, can engage their new constituencies of customers in a conversation. Businesses that fail to adapt are already learning that the public is speaking for them. Where is it happening? And how do you work with customers who suddenly hold the balance of power?
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