POWER OF FREE! #8: The New Era of Marketing in Intelligent Content Marketing: The Evolution of Marketing

I thought when I delivered the last seven, I’d be done with it. I realized that there were kind of five themes that were sort of present in everything that we’ve done in the last four, four and a half years or so that I hadn’t really properly touched on in the first seven talks that I gave.


So tonight’s the first of a bonus five, if you will. And I’m going to talk about essentially a kind of a new era of marketing. And the see the world has changed, the world has changed incredibly, in the last really 1510 years. And I’m not quite sure that everybody understands the import of what’s happened as a result of us living in the connection economy. So this is what I’d like to kind of take you through a real a little bit of history. You know, once upon a time, we were hunter gatherers, the human species, collaborated in small packs to be able to essentially survive. And in time, human society became sophisticated. And then we moved into farming, and we became an agrarian society. And the interesting thing about the agrarian society was that we didn’t have many relationships and many contacts back then, because our lives were kind of, you know, circumscribed by the environment that we lived in, perhaps we had relationships with our immediate family or neighbors.

And then once a week, or once a month or whatever, we would leave the countryside, and we travel into the marketplace. And in the marketplace, we would meet our sort of fine neighbors, we’d be able to gather and gossip, who will be able to exchange information and the fundamentals of relationships would begin to coalesce. And, and in the guise of having those relationships, you’d come to understand that, you know, the farmer from three villages over, perhaps he was really good, when it came to supplying potatoes that weren’t rotten, or one particular meat keeper, if you will, one farmer would come along, and he’d sell his meat. And at a time when people got sick very often, because of the state of hygiene, you very quickly came to understand which people were supplying meat that you could eat without any problems, and which people were going to supply with meat that you’re essentially going to die from.

And all the meanwhile, as humans, we’re starting to expand the notion of relationships and the trust network that builds as a result of interacting necessarily with people that you you don’t know particularly well, but you’ve created an era of sort of deserved trust as a result of dealing with them. And that was all throughout the agrarian society. And then the Industrial Revolution came along and upset everything. Because at this point, people started leaving the land, and we’re moving into the innovations into the new towns and cities. And at this point, they were essentially starting to leave the land behind, and they were being slotted into certain sort of roles inside the means of industrial production.

And also, at this time, education came to the fore. And actually education was designed to produce a certain kind of human with a with a minimum amount of intellect so that they could stand in one place and perform sort of a rote function over and over again, day after day, month after month, week after week, and excuse me, year after year. And in this guy’s essentially, humans became interchangeable. And it was the way that society was ordered that allow people to function in terms of their relationships. But you could see that we’ve moved from hunter gatherer to agrarian then to the industrial era. And as we get more sophisticated in this regard, we we have ever expanding scheme of relationships. And then as we moved out of the industrial age, we moved into the information era, we got very, very sophisticated and when computers and network computers and the internet came along, we have this ability to exchange information. And during the time that we exchanged information, it kind of circumscribed again, how our relationships were formed with other people. And then we have essentially the advent of a computer at the end of your hand.

Once you have a computer at the end of your hand known as the iPhone, essentially or the Android operating system, the smartphone. For the first time in human history, we have the ability As humans to connect with every other single being on the planet, conceptually, and that essentially meant that the sort of moments of what life used to be like in agrarian society when we were expanding our reach as humans into other relationships, we now have the ability to take that essential trust dynamic, and then parlay it into the world as a whole. And based on connections, everything starts to change. So with the change in how sort of societies orchestrated and how the economy is organized.