The voice of the people – the Tribe – is the new business paradigm. Never in the course of history has such engagement, interaction, and immediate connection been possible. With the ever increasing social acceptance of the Internet and all its opportunities – online purchasing, blogging, Skype, YouTube, citizen reporting, Twitter – the game changing goal for promoting your business is no longer how big your megaphone is, but how many people are talking about you.

You can’t do it through flashy ads, no matter how clever they are. Super Bowl cuties aside, very few people remember ads for very long. And, they don’t leave a permanent trail to you, like a blog post or an interview posted online can – once you quit paying, you’re gone.

You can’t do it through pushing your PR agenda. Not only do you come off as a pompous ass, but you will not drown out the voice of the Tribe when you screw up. If you haven’t been talking to them like they want to be talked to before something bad happens, it will be too late when the proverbial sheet hits the fan. Think Motrin Moms.

You can’t do it by spending more money. Cash does not make conversation – people do. If you are spending more money and employer resources on buying TV spots than on focusing on touching people, connecting with what they care about, and really listening, then you can ride that money horse awhile longer, but your days are numbered. Look what technology did to billboards – there are few if any more billboard painters. Even the cool plastic pull-on sheets are being replaced by multi-user electronic LED screens. More color, more movement, move eye catching, faster and easier to change…no amount of money promoting a painted billboard will help you anymore. It’s over and it’s likely not to come back.

But, the good news? The voice of the people and elevating its value to a higher place is changing the way we live our lives. I have friends, people who have touched me in ways that will benefit me for the rest of my days, whom I’ve never met face to face. I am able to connect my business with a huge group of passionate, interested people just by being willing to be part of the conversation. This paradigm shift will grow and the individuals who are willing to step out front, sooner rather than later, are the ones that will light the way. It feels a little early, but developing relationships take time – you have to start now.