Everybody wants to have a relatinship these days

It used to be quite different, you know?

At one time, you'd know exactly what you wanted, you'd find the target, make the proposition and wait for a reaction. And when the reaction came, boy would you know! You could measure the impact, it was so clear...after all you pretty much defined the reaction when you made the proposition.

Now, so it seems everything has changed. That target and their reaction isn't so clear anymore. Not only that, it's not even clear what it is you want, or how to tell the target or even know who target is with any certainty. It's like Heisenberg just dropped into your conversation and now the closer you come to directing the message, the less you know who to tell it to.

All of a sudden you haven't a clue of what's going on! And since you don't know who else to ask, you ask the target of your attention.

And of course, they don't want to be dictated to. Oh no, they want to be equals. They want to have a say. They want...a relationship. They want to be part of your world, and if need be even change it; it's not enough to know what you do...they want to know your "vision". They want to share, grow and live along side you. It's no longer "do this cause it's good for you" or "do that, because I know better". Now you have to tell them a story...and then you even have to listen to theirs!

Like it or not, you want to survive in the world today, you gotta give them a relationship or they'll just look the other way.

It seems the old order is gone. Sure you still see a few old stalwarts around who don't believe in all this mumbo-jumbo, but there's less and less of them around, and more importantly less people listening to them. No sirree, there is a new order about things and who knows where this will lead?

So there you have it...you do realise I'm talking about communication in advertising and brand creation, right?