politics to the way consumer goods are marketed. At the
same time, more and more Americans identify themselves
as of more than one race or ethnicity—a trend that many
hail as a welcome antidote to tribalism and separation. The
new president, whose father was a black Kenyan and whose
mother a white Kansan, may have accelerated the trend
when he playfully referred to himself as a “mutt” at his first
post-election press conference.
The American consumer is increasingly sophisticated,
demanding more emphasis on quality and safety in prod-
ucts, more and better service, and more products that save
time as well as energy. As evidenced by the brisk sales of
hybrid cars and the cachet of bamboo flooring and other
green products, more and more Americans are concerned
about the environment and the health of the planet. And
as more and more mothers as well as fathers work, Ameri-
cans long for better balance in their lives and seek ways—
from aromatherapy to yoga—to reduce stress and simplify
their hectic lives.Each of these alterations is enormous in its impact and im-
plications separately, but taken together, along with all their
multiple interactions, they constitute a revolution. And a revo-
lution in progress always triggers additional shifts and slides as
it moves through the territory.
Once upon a time, a company introduced a new product,
marketed it, and sold it. There was competition, of course, but
there was plenty of room in the consumer arena for everyone.
Now it’s very different. Tom Peters sketched a typical scenario
for doing business in the 1980s. As a company prepared to go
to market with a product, it found the following entities there:
Organizations Can Help—or Hinder