If the Facebook and Digg community backlashes prove anything, it’s that the customers are in control. But if customers increasingly expect such control, companies and services will need to be more flexible, accommodating and nurturing to their customers, one by one. But the companies that have toughest time doing that are very large companies who typically sell to masses, where one or few sizes fit all. There are some exceptions, but not many. If the customer-is-in-control notion manifests, I predict a renaissance of smaller, nimbler businesses. Big clunky, mass-marketing companies will have more trouble. Small is the new big.
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