The power of the consumer is stronger than ever. Yet, the gap between what a company promises and what consumers experience has never been larger. Consumer power makes or breaks companies. The purpose of this blog is to make, not break, companies and close that gap. Use this blog as an open source platform for the most important business and consumer trend of the future: ONE.
ONE means that companies must let consumers into the process of creating new products and services, and even into marketing and selling them. This is more than theory, it’s survival. The power of interactivity, Internet and word of mouth is a force to be reckoned with. Those who don’t listen, will be crushed by it.
“If you’re looking for creative business opportunities, this is the place, but if you’re more interested in a forum for grievances and gripes then this is not the right ONE for you.” Stefan Engeseth, author of ONE and editor of this blog.
Be ONE with the brand instead of number one on the market.
One-to-one creates distance in the form of “us and them”, separated by a mental wall. You can see development from mass communication (figure 1) where the same message is broadcast to everyone. The next step takes us closer to the individual’s needs (one-to-one) where every relationship is more unique (figure 2). The next mental step is to become one with the market and the customer (figure 3). ONE goes deeper than the communication, the diffrens shows in product developed with the consumers, and how they take part in corporate culture and the way business are building bottom-line etc.