I’ve spent more than forty-five years in business. During that time, business has experienced many changes, innovations, breakthroughs, revolutions, and upheavals. I’ve had the chance to see the birth and evolution of the personal computer, and I worked at the company that pioneered the cell phone. Then I watched the “brick” phone transform into a computer that fits in your pocket. I’ve watched and evolved with the growth of the internet. I’ve experienced the world before browsers, email, websites, Google, Facebook, and YouTube, and watched in awe as these new technologies emerged to create a complete paradigm shift in how we conduct business.

In this new and revised version of the book, I will do my best to give you better context about your type of business. Let me start by defining two major categories that transcend most all marketing subcategories.

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