With almost 500 pages, Reality Check is just too bulky to carry it around on my way to work. I prefer Seth Godin's Meatball Sundae for those occasions.
"Fourteen trends are completely remaking what it means to be a marketer:"
Trend 1: Direct communication and commerce between producers and consumers.
Trend 2: Amplification of the voice of the consumer and independent authorities.
Trend 3: Need for an authentic story as the number of sources increases.
Trend 4: Extremely short attention spans due to clutter.
Trend 5: The long tail.
Trend 6: Outsourcing.
Trend 7: Google and the dicing of everything.
Trend 8: Infinite channels of communication.
Trend 9: Direct communication and commerce between consumers and consumers.
Trend 10: The shifts in scarcity and abundance.
Trend 11: The triumph of big ideas.
Trend 12: The shift from "how many" to "who".
Trend 13: The wealthy are like us.
Trend 14: New gatekeepers, no gatekeepers.
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