Recently, I have become very interested in the concept of viral marketing, that is, using the power of word of mouth, human to human, to get messages and ideas across. The Cluetrain Manifesto sets out exactly how and why companies and organisations who like to act like companies, together with their platitudinous management speak and their computerised apologies and promises should take note of this movement. I found the following statement immensely powerful and inspiring:
“We are not seats or eyeballs or end users or consumers. We are human beings - and our reach extends your grasp. Deal with it.”