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From cathedral to bazaar. From observation to participation. From passive consumers to active users. From mass communication to 1:1 relations Shifts are going on - get a 2 min. crash course.
From cathedral to bazaar. From observation to participation. From passive consumers to active users. From mass communication to 1:1 relations Shifts are going on - get a 2 min. crash course.
METAPHORS TO REALISE “The challenge
facing modern managers is to become accomplished in the art of using metaphor to find new ways of seeing, understanding, and shaping their actions.” - Gareth Morgan
ONE SIZE FITS ALL ”Any
customer can have car ”Any customer can have the car painted any colour that he wants painted any colour that he wants as long as it’s black.” it’s black.” as long as - Henry Ford - Henry Ford
“Consumers are beginning in a
very real sense to own our brands and participate in their creation… We need to learn to begin to let go.” - A. G. Lafley, CEO and Chairman of P&G
“Metaphors may create realities for
us, especially social relations. A metaphor may thus be the guide for future actions.” - George Lakoff & Mark Johnson
HOWEVER... ”Any customer can have
car painted any colour that he wants as long as “People who speak in metaphors should shampoo my crotch.” it’s black.” - Jack Nicholson - Henry Ford