The Year's Main Marketing Messages

So don't think "spray and pray" — think "concentrate and inundate." Build small, passionate, committed groups of supporters with the power to spread the word in various communities rather than focusing on one big, faceless prospect file.

3. Monologues don't work; conversations do. Trust in marketers has given way to trust in each other. Mass communication has given way to masses of communicators. So people are listening to each other and talking to each other and forming their own communities. You're just another party in communication with everyone else. You can't simply be a marketer with a message. You need to be a marketer committed to conversation.