I was at a talk by Charles Leadbetter the other night where he was talking about his new book WeThink. He used an analogy I liked. The quickest way to get a bird from A to B is to strap it to a rock and throw it. But in doing that you take away all it's bird-like qualities. This is the old world. We used to bombard people with messages in the hope of propelling them into buying our products. Of-course the other way to get a bird to point B is to put out some bird seed and let it fly there. This is the new world. We attract audiences with things they find interesting, useful, fun.
"Unlike representation which pushes messages out, simulation pulls visitors in; unlike the 'masculine' tradition of targeting, capturing and penetrating, the Web requires a 'feminine' approach of attracting, listening and involving."