Disturbing memo to marketers on Word-of-Mouth Marketing:

Here are some disturbing thoughts:

• What if your customers knew more about your product(s) — or, at least, the most important things about your product — than you do?
  
  
• What if your products and services were defined by your customers and not you?
  

• What if your customers were in control of the logistics of purchase: what if they determined how they would buy, where, how frequently, used or new, etc.?
  
  
• What if they determined the price?
  
  
• What if customers determined the marketing, the messages, the communications, what is said about your products?
  
  
• What if your customers — not your salespeople — actually sold the product?
  
  
• What if your customers knew your business secrets: your cost of goods, profits, manufacturing methods, finances, etc., or with easily accessible guidance could estimate them with a high degree of accuracy?
  
  
• What if your customers knew — if they wanted to — who works for you and their beliefs, interests and quirks?
  
  
• What if your company insiders could publicly post insider secrets, gossip, etc. about your company?
  
  
• What if customer complaints didn’t just go to your complaint department, but were broadcast to all of your present and potential customers?
  
• What if your customers determined brand loyalty — indeed, the identity and value of your brand?
  
  
• What if a few cranky customers could kill your product by badmouthing it?
  
  
• What if you couldn’t control who retailed, resold or even modified your products?
  
  
• What if your retailers could all get together and conspire against you?
  
  
• What if your customers made their own commercials, ads, etc. and they got more exposure than those of your ad agencies?
  
  
• What if your company were an open book for all of your customers to look into?
  

Most old-fashioned marketers would be horrified at the thought that these could come to pass. The New Marketers will, of course realize that virtually all of the above has already happened.

The customer is truly in charge, folks. This opens wonderful opportunities for people who want to partner with and serve the customer. Those who want to practice "Marketing Warfare" with campaigns, hits, bombardments on targets -- are doomed.

In case you think this is just theory, remember Sam Walton's "The customer is Boss." He meant it, and look what happened.