The internet, I believe, reflects a fundamental shift in how individuals access and disseminate information and likewise  access and consume products. Whether used for marketing or for direct sales the internet has empowered individuals to connect with, comment on and participate in the development, sales and marketing of products. Now more that ever the consumer dictates the success of campaigns and the ability of companies to reach both them and their peer group. Increasingly industry is relying on you, the user to spread their message for little to no physical compensation. In this world marketing is no longer simply a matter of brand recognition. It is quite simply put quintessentially based on virility. This is both daunting and invigorating for small business. It means that one can gain market share and brand recognition if the message is attuned and distributed properly. It also means that you can’t simply throw money at the internet and expect a return because of your number or site hits, Facebook fans or twitter followers.

The fundamental question is if the internet has changed either consumer patterns or the development of products. I believe the answer to the first part of the question is yes while the second – unfortunately- is not! Development has not been democratized while dissemination has been. We are still stuck in a paradigm when products are sold to a targeted audience but not developed in response to them. What I believe will change and is the inevitable direction of business development -however defined- is responsive design and development.


My use of the term of “responsive” should in the most fundamental sense reflect the crucial importance of listening to people. To often we are willing to tell people who they should be or what they should want. Responsive design means rejecting this response in favor and taking a lesser seat a student to the world. Brilliant business idea’s, great marketing and low price point’s don’t fail. This stands true whether you produce and sell a handful or a hundred thousand products.