Once, there were companies and consumers. Companies were monolithic, faceless, and bureaucratic. Employees were cogs in the machine, with no personality, loyalty, nor exposure to the public. Consumers' only duty was to consume; otherwise the company had no interest in them.
Soon, consumers will be valued as individuals, with interests other than consuming a particular product. Employees will be valued for their ability to directly connect with consumers as individuals, using their stories to attract more consumers, and creating a tribe of individuals that rally around what the company sells as a launching pad for exploring other aspects of their lives.
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