The mantra of the 1960’s has arrived.

It has taken 40 years for the idealist belief of the individual’s ability to influence global decision making, to be realized. People are now influencing one another’s decisions, especially purchases; even Business-to-Business purchases.

The power structure has been turned on its head. People now have the power to cause corporate America to listen, rather than to tell. The individual’s combined power is made possible via the internet. New Media has shifted purchasing decisions from conventional advertising – being told what to buy – to Social Media. Millions of people follow or participate in blogs, rating the quality and value of products, based upon their personal experiences.

We trust each other more than we trust advertising.