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By contrast, the new advertising models based on internet technologies amount to innovation. Instead of bombs, says Mr Tobaccowala, advertisers now “make lots of spearheads and then get people to impale themselves.” The idea is based on consumers themselves taking the initiative by showing up voluntarily and interacting with what they find online.

One conversation I never grow tired of having over the years is helping people to think beyond fight or flee to flow. The frequency with which these conversations are taking place has increased significantly of late. Some are first time conversations while others are conversations revisited. This recent piece in The Economist shows how ingrained fight or flee thinking has become within the lingua franca of business. However this is slowly but surely beginning to change and is one of the themes within dino inc. Interesting times indeed.


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