Back to the Roots

Techies tend to ignore the obvious. I was reminded of this by a friend of mine. She pointed out to me the „standard“ about giftcultures: Marcel Mauss, Essai sur le don : Forme et raison de l’échange dans les sociétés archaïques. Je crains que je dois lire ça! Translations available in German and English.

There is so much we can learn from anthropology, behaviourism and social science – facebook, twitter and other communities are more like tribes and archaic cultures than our more settled formal audiences of yesteryear. Welcome to the age of understanding. It will no longer suffice to redo the maths we learned in marketing 101, we will have to get inside the heads of our audiences. See what they see, fell what they feel, need what they need.

Then we will be able not only to cater to their exact needs, but also to anticipate their next moves. Especially anticipating moves will grow ever more important in an accelerating culture.

So think tribal – get ahead – go headhunting – get a head! And use yours! Thats the only way to stay on top of the approaching tsunami or even better be part of its cause! or do you want to become a casualty?


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