Some people, in fact more than we would like to admit, are underestimating the scale and the power of non financial motivations. This is also true of freedom to express oneself too. I recently had a delegate offer ” why on earth would my employees want to express themselves?”

The web is not a separate world, so far in the distant, too difficult to reach and understand. It really isn’t Jupiter. It’s actually just a different one that is presenting a different set of rules, a change in the way we do things and allowing us to connect in a way we have never experienced before. It’s unprecedented.

A lot of us are having to unlearn things, lots of things. For those of you who think the web is isolating and responsible for a generation of people who don’t communicate with each other, think about this; all of us watching the Winter Olympics around the world at the moment, in our own living rooms, passive, one way, broadcast stuff, now who’s isolated?

As the new tactics of marketing really start to have their say, as the case studies begin to roll in and as the mass market gets used to using these new tools to communicate, connect, share and collaborate with customers, it will demand a significant shift in your business too.

Gone are the days when you bought a bit of advertising and then waited for the customers to roll in. We’ll laugh loudly with slight embarrassment in a few years time when nostalgically we remember the days when we used to send brochures and leaflets out in an attempt to attract people to our business.

This change is unprecedented and like a ball rolling down a hill its gaining momentum. As Clay Shirky says “Communications tools don’t get socially interesting until they get technologically boring. The invention of the tool doesn’t create change; it has to have been around long enough that most of society is using it.” Well they are getting boring and whilst we may be a little way off mass adoption, it will hit us like a barge pole from behind if we are not prepared.

It won’t necessarily mean marketing budgets will soar, in fact they are likely to plateau if not reduce. Individual customer experiences and solid relationships will become more important than you being in the local rag (mainly because it may not exist anymore.) What social media may do is reduce your marketing budget but be aware it may also increase your own personal time investment in communicating.

Just finished this book over the weekend. If you are looking to set up your own business, a creative, or just someone interested in removing yourself from the constraints of corporate life, this book is a great read. Loved it.

Hugh just says it as it is. Life is tough, creative freedom hard to find but, all of us have a chance of being able to express ourselves and we are fluffing it if we don’t. Seth Godin comments “A work of art, a brilliant insight, a book that will change your life.” I’m not sure it changed my life, but it is full of grounded wisdom supported with fabulous cartoons! You can catch more of Hugh’s work at www.gapingvoid.com

Just wanted to check in and explain why this blog hasn’t been that active over the last few weeks, the eBook is getting in the way. Or, should I say it’s slightly distracting me!

As an update, I now have the fifty words of which half are complete, well in their first draft stage anyway. Thanks to everyone who contributed some exciting and, what has become, some very challenging words.

The next three weeks will be about completing it, proof reading and, of course, the design. Then we will be ready for launch. Words to do over the next few days are ‘participation’ ’slow’ ‘influence’ and ‘talent.’ Phew! Will keep you updated on progress!