Another thing that we believe is pretty fundamental is that the world is getting increasingly transparent—that information perfection is on the rise. If you believe that, it becomes strategically smart to align yourself with the customer. You think about marketing differently. If in the old world you devoted 30% of your attention to building a great service and 70% of your attention to shouting about it, in the new world that inverts.
(1) Cf. Avrom Gilbert on how much you should spend on customer acquisition vs. lifetime customer value.
(2) Cf. Steve Jobs’ approach to marketing.