The modern consumer requires dialogue, not monologue. Old School mass marketing and broadcasting is a failed strategy for communicating authenticity. The conscious consumer wants promotion that does more than promote. And businesses to do more than sell products.

In our fractured media environment, organizations need to understand that they are not the center of a customer's world. Unless they are an active member of consumer communities, they shoud not expect support. Identifying the boundaries of community, however, can be a challenge. Messages must become part of the larger whole.

Most promotion (and activism, for that matter) relies on Reductionism as an attempt to explain "the whole" through the broadcast of the individual pieces. We prefer to think of organizations, brands and communication strategies as living systems - as complete machines, inoperable (or poorly functioning at best) without each tiny, healthy, moving element.

Responsible organizations need a communications advocate. A group that can touch all stakeholders with the right messages; partners to help engineer and impliment a brand and communications strategy with rich diversity, complexity and inherent growth.