A powershift.....

A powershift has occurred within the flat world of the internet...

C20th innovation was led by staff. C21st innovation is led by consumers.

The digital age consumer is the same as before, only different...

Within digital networks consumers are the new talent. They cluster on the internet and become viral marketers for everything they like and dislike. They form what I term Chattering Clusters who chatter incessantly to each other about everything from soap powders to celebrities. They are on Twitter, Facebook, MySpace, Ning, Fast Company Now, LinkedIn, Linux forums, etc talking about what they want and need.

What they want and need most is to 'belong' to a Clan (a global network with low levels of trust) or a Tribe (a local network with high levels of trust). There is nothing new in this desire because Tupperware Parties in the 1950s served the same purpose. Consumers today want to 'be heard' by their favourite reality TV show host as well as their favourite soap maker. They want to be involved in product or service innovation. They want products and services that are customized for them rather than just another version of 'one size fits all'.