12. There are no secrets …

The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.

TRUE

To show you where I believe how they were right on this one, I am going to take you away from the world of business and move you to a world very near and dear to my heart.

THE CINEMA:

There is nothing more publicized then a new movie coming out.

I am pretty excited for that movie, but the trailer is released over 8 months in advance of the release, and people in the entertainment world have been talking about it starting at least 5 months ago.

Now even a complete flop like this one:

Is heavily publicized by their production company and it’s band of press agents, trying to make millions opening weekend.

But no how good or bad the film is, people are not going to trust the weekly newspaper’s opinion of film, they are going to go to a site like this. Rottontomatoes.com

People are going to comment on the film the minute they see it and tell you exactly how they felt about it. Enough people like it, more people will see it. If it bombed in viewer’s reviews, then it will quickly leave theaters. Tons of other sites exist like this one or this one. Not to mention the thousands of personal blogs that exist, from avid private movie reviewers to a teenager that just really wants to talk about there latest experience at the cinema.

If a topic that is highly objective like films is this highly discussed on-line, how often do you think someone complains about a company selling them a bogus product or get a really great deal. It will be talked about, and that is where people will look. Not on a company press page.