Fast, Flat and Free

Three words describe how the Internet has changed the face of business: Fast, flat and free.

The world is faster: Customers, clients and audiences are more demanding. They expect a faster turnaround, faster responses to their requests, and faster resolution to problems.

At the same time, we’re flattening hierarchies, barriers and structures: Your products can be built by a competitor in China; your services duplicated by a competitor using people from India; your customers are smarter, savvier and more sophisticated than ever before.

Finally, what used to cost a lot is now free – or almost free: Google takes away your expertise; low-cost competitors drive down your prices; and passionate amateurs trump paid professionals every time.

The good news is that these changes are perfect for us as business owners – as long as we do something about it.

Unfortunately, most businesses don’t know the rules have changed. They think Internet marketing is about branding, hype, advertising, mass markets, needs, traffic, transactions, copywriting and better products and services.

It’s not. It’s about personality, value, reputation, niches, wants, communities, connections, buying frames and better experiences.

This book shows you what has changed, and helps you create a practical strategy to take advantage of the opportunities.