Amazon.com. Spend less. Smile more.

Ownership must be shared with its membership for it to thrive.

A member who feels they have helped model the brand will likely be an evangelist for it.

In the face of terrifying chaos, a craving need to make sense of it all.

We need to talk to others to know what we think :

Each member reinforces the believability of an interpretation to the other.

"The subjective reality of the world hangs on the thin thread of conversation."

We've gone too far with one-to-one marketing : seeing customers as isolated individuals.

The idea of belonging is such an underestimated principle in marketing.

Consumers are demanding a greater role in the shaping of their own community.