We have seen an explosion of consumer choice, a new level of scarcity of consumer attention, the growth of abundance of options and masses and masses of online consumer review and comparison sites.

Under 30′s have grown up with advertising, and are fully aware of the processes that corporate marketers use to sell them products.

Are there are more products than consumers need? Just go to the supermarket, you have 20 types of peanut butter, 200 types of cheese and 80 types of toothbrushes.

Want to but a tshirt online? Which one of the 10 million sites do you choose?

We could speculate that consumers and businesses make more choices based on social recommendation than advertisements.

We could also speculate that are seeing the end of the media-industrial era, and the rebirth of the pre-industrial era consumer run Market Place (this time with global, realtime efficiencies).

This new era is the market place of the people for the people. Of course there will still be a strong need for insustrial processes, but these will become commoditised as platforms, just like electricity and the railroads have become.

If you are selling a product, a service or an idea… spreading your brand will soon strongly rely on person to person social reccomendation.

But with so many products and features on offer, how do you get noticed? Instead of selling based on pure functionality, as a coat functionally keeps you warm, the new market is about style! So what defines style or fashion, social influence and reccomendation?

The drivers of social reccomendation are the early adopters, the merchants of cool. Those who take early risks and by breaking the norm send waves through the social landscape. Sometimes they succeed, and sometime they miss the mark. Aside from the risks of this space, this is the source of new social influence and trends. And this space must be recognised.

Dont think this only applies to consumer goods, business to business services and products follow the same rules. Business communities and social networks are potentially even closer, tighter and more intimate than those of the consumer social community. Is it possible that the tightness of the business community creates an even stronger desire to use the hip process or service or business practice?

The rules of consumer influenced have changed. Has your businsess shifted?