Grokking the New Marketing Paradigm

Dear Client: Remember in the old days when a big brewer (or any big CPG company) would survey the land from on high in their oak-panelled offices in St. Louis/Milwaukee/Golden -- or more likely in sleek glass conference rooms on Madison Avenue -- and come up with a new product idea based on market research, then run focus groups to prove the brilliance of the concept, then maybe test it in Austin or Charlotte, then spend $50+ million upfront using