In explaining some of the significant generation gaps in political political positions between young and old in the United States, particularly surrounding gay marrige, Ann Fishman, President of Generational Targetted Marketing in New Orleans suggest Internet Thinking. She says, "One often doesn't know who is at the other end of a chat-room conversation or an interactive exchange. Only the quality of the idea is worthwhile. So young or old, gay or straight, black or white, it is the thought that counts."
Information on the internet is highly decentralized. One peice of information may filter through hundreds of people before actually being consumed. The impact of internet thinking, and information decentralization will kill organizations and positions that require centralized communication and control.
To survive in this environment, brands must provide a framework, image, and experience - and a message only to start the viral distribution. Traditional brand control in information industries will become increasingly difficult - and in fact may alienate. With distributed and internet thinking, anyone from a PhD to sixth grader are equally credible if the argument is right. Smart organizations will provide anyone with an interest the tools to create a message and release control.
