John Hagel writes: "... Companies today realize that push approaches to marketing are less and less effective. As I have written about elsewhere, we are entering the era of reverse markets. Ask business executives to define a market and they will likely say that it is a place where vendors can find customers and sell them more and more stuff. Instead, we need to view markets through the reverse lens of customers who are trying to find appropriate vendors at relevant times and get the most value they can out of the their vendor. Powerful forces are re-shaping markets to make this reverse market lens much more helpful in determining how to create value. ¶ If businesses are going to succeed in the future, they need to master pull approaches to marketing – how do you get potential customers to seek you out and how do you pull complementary resources together to become ever more helpful to customers? These pull approaches hinge upon the ability to improve findability. ..." Link: Edge Perspectives with John Hagel.