Here’s another quote from the interview with Tom Asacker.

“That’s what marketing was all about. It was ‘how do I send a message to an audience and create this fantasy and this image and this promise?’ … And now it’s ‘how do I get a community involved, and how do I deal with real people and real expectations?’ And it’s a lot harder to do that because you have to get close to people and understand what’s on their minds and what they’re feeling.”

It’s just like you read in those books about dating. The first step in reaching people and getting their attention isn’t talking… it’s listening.