As a recent contributor to the Age of Conversation 2 “Why Don’t They Get It?”, I thought I would provide some little summaries of the the articles this remarkable book contains (You can order a copy of Age of Conversation 2 here, all proceeds go the the children’s charity Variety)

The Control Myth- An Inside Look at the Worst Advice in Marketing Today by Rohit Bhargava of rohitbhargava.typepad.com

Rohit Bhargava writes about how the idea that companies and marketers need to give up control is creating a defeatist stance for marketers. He suggests that if this is the case then marketing would be of no use at all, there would be no point creating your brand, putting yourself out there, even beginning. Rohit suggests instead that what we have to learn as marketers is to share control, not give it up completely. Adding humanity and room for others opinions is sharing, not giving up.

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