Don't Fondle the Hammer.

I love the "don't fondle the hammer." Focus on the customer and not the channel.

Antiquated thinking is still being pushed that is one-direction and tries to drive a corporate message rather than listen and participate.

It's simply naive to think that a "communication campaign" with a beginning and an end can successfully work if your customer doesn't think of your brand/product/service in a way that makes them want to have a direct conversation with you.

Here is a brief video of Jeremiah Owyang, of the Altimer Group, discussing his new rules.

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