On the main street of my youth, we had the trusted advisor who knew the best cut of meat for a special occasion. Now, we have the questioner who asks and the observer who stands in the background listening and watching the interactions online. This digital world is amplified in space and time. Interactions between advisors and questioners are captured forever, time-travelling advice into the future and establishing a long trail of influence. Interactions are independent of geography and reach across our connected world. Interactions are repeated, modified and amplified so that they become the new truth, the perceived wisdom – the new word of mouth.
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