The business of marketing as we know it is a creature of the ice age.  It has evolved to adapt to set of very limiting conditions in the way that a woolly mammoth evolved to adapt to, what we now see as, the very limiting conditions of cold temparatures.  Until recently, we haven’t been able to see what marketing’s limiting conditions have been in the same way that woolly mammoth’s didn’t think it was especially cold.

However, we can now see that marketing’s limiting condition has been the high cost of distributing information.  This has meant that the evolutionary path of marketing has been about efficiency of message – packing the greatest amount of information into the smallest space in order to make the most of the precious resource which is the ability to harness an expensive distribution channel.  Continue reading →