Fred Wilson and I rarely disagree on many things about technology, but finally we disagree on something – it is his whole “WE” versus “They” argument.
And so you’d better involve the consumer, make them enjoy doing business with you, and make them part of your company, and give them something for doing that. That’s ‘we company’ behavior.
The best response to thise comes from a reader, Brady Joslin.
In reality most companies are “they” entities, but perhaps th “We” companies may simply use PR (talking with them) more effectively than they companies who rely mostly on advertising (talking to them). Each is nothing other than an attempt at consumer manipulation (aka marketing). The difference lies in the taste remaining in the customer’s mouth. But, in each instance the company is a self-serving entity.