or far too long, marketers, advertisers, and recruiters have undervalued the way actual decisions are made. Witness the interrupt driven nature of product advertising and job postings. The assumption is that by placing information in front of customers or prospective candidates, we will automatically convince them to buy our products or apply for work at our organization.
Real World Decisions In the real world, this is not how things works at all. Most people make important decisions in consultation with the people they trust. Interested in buying a new car, ask your friends who have just bought new cars about their satisfaction. Interested in working at a company, track down friends or friends of friends who have worked at the organization and ask about their experience. While customers and candidates may initially narrow their selection field based on advertising, they will most certainly not be compelled into action by only this information. In the new social dynamic, people will increasingly rely on their network to verify and validate important information. However, this trend is not a revolution as some have offered. Instead, it is simply an evolution of word of mouth facilitated by the organization, efficiency, and growth of each individual’s personal & professional network.