Haydn: Can brands and conventional media really maintain control over it?
Jennifer: Absolutely not. No more than a ship captain can control the wind and the waves. But the ship captain has learned how to harness the power of wind and waves to reach his destination. Companies and conventional media can only ignore these forces at their own peril. The smart ones will figure out how to work with it, instead of against it... similar to a ship sailing with the trade winds rather than against them. Frankly, companies and the media should be thrilled; they no longer have to carry the burden by themselves. There are millions of unpaid volunteers who want to help create products and content that they want to buy. Yes, it means relinquishing some control. But it also means an incredible amount of energy and momentum to the companies who are brave enough to work with it.