Digital Advocate


Guiding the SOHO Practitioner in a Digital World

Companies are users too

“Because companies are users too.”

Sounds rather novel, but it’s always been true. Companies need what customers have: our attention, our time, our approval. Which, collectively, is just as important as what they are selling to us. It’s time that we have the ability to say “yes, what you’re offering is ok, but I and my friends want it in this style/color/size/etc. If you can’t provide that, we can go where it can be provided. So how can we work together?” How refreshing.

Doc Searls Weblog · Free customers make free markets

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Filed under: Marketing

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