Suggestion from Mack

This is awesome. Mack Collier says the following in my comments (and I don't want any rss readers to miss it):

Tara I agree with your general premise, but instead of 'get out of the way', I think it's about being smart enough to understand where consumers are headed, and then clearing a path for them. They will get to their destination regardless, we can either help them, or act shocked when they arrive at a point that we never saw coming.

Example: The RIAA continues to pursue litigation against music fans that it deems are 'illegally sharing' music files. Obviously a business model that's built around an industry suing its own fans isn't going to survive. The Canadian record label Nettwerk has not only come out against the RIAA's actions, it has created a Save the Music Fan Foundation, a non-profit that uses donations for the purpose of 'fighting RIAA lawsuits'. CEO Terry McBride has repeatedly said that the recording industry needs to stop fighting file-sharing, and instead adopt it as the only viable business model for the industry.

By their actions, Nettwerk is helping to clear the path for consumers to more freely share music, IOW, they are helping consumers arrive at a place that they would eventually reach anyway.

Yikes didn't mean type a thesis! Again I agree in principle, and also agree that the majority of marketers don't 'get it', and DO need to get out of the way!

I totally agree with you, Mack. This rocks. The only thing I add (and added it to the comments) is that clearing a path should never assume or expect that people will take that path...so be able to see the shift and be flexible enough to clear that path. ;)

:: Mack also has a rockin' blog that I'm totally going to read regularly. I love it when us Cluetrainers find one another!