Individuals, businesses, and governments are all in the content business. We all have a need to be heard. When we see a reaction to something we’ve said or done, it affirms us even as it may disappoint us. Mass affirmation was once the province only of big media and big personalities; now everyone with something to say can be heard, and will be. This doesn’t mean that we should or will be communicating all the time. Just because you can make a movie or record of yourself singing doesn’t mean you should or that anyone will care. But as fame becomes the ultimate cultural currency, any opportunity to become famous will be tapped. Look for tools that empower affirmation of self, confirmation of beliefs, and insulation of social groups. Individuals and tribes will, depending on their innovative tendencies, adopt any new two-way communication channel to diffuse their totems further and drive the notoriety that they seek to affirm their values and themselves. Assessing such changes reveals tomorrow’s essential messages and messengers.

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