2 - TECHNOLOGY OF CONNECTEDNESS - The Internet is THE technology of our age. The Internet gives a voice to everyone. People may connect to other people in many different ways: websites, publications, email, forums, newsletters, discussion groups, organizations, government agencies, international groups.....Every single person is connected. Superior-inferior classifications are dissolving. When you add to Internet, cell phone, wireless and other hand-held devices, opportunity for ordinary individual to be informed and to inform others is multiplying at a dizzying rate. Who is superior? Who is inferior? Everyone.

Peer-to-Peer Philosophy

Both terrorism and technology of connectedness are leading us inexorably to adopt Peer-to-Peer philosophy. Its 3 maxims are:

1 - SMALL IS BETTER - Small units make small or insignificant targets. What terrorist would target a home business? Small units act and react fast. There is no chain of command to slow things down.

2 - DECENTRALIZATION BRINGS POWER - The far flung Internet is less vulnerable to terror because there is no central control. A terrorist may destroy part of network, but not whole thing. Huge Microsoft wants to introduce centralization with its Passport software, which is expected to store everyone's password. Hack away at Microsoft (which has already been done) and down goes Internet. Best to resist all attempts at centralization. Decentralization also means small units can develop expertise in specific niches.

3 - COMMUNICATE WITH ALL PEOPLE - Instead of disseminating information from superior to inferior, enable all people involved to communicate with each other, to learn from each other, to work independently with each other. The emphasis is on people, not robots. Robots are merely substitutes for inferiors. People-people communication is best means for learning, working, and improving.

Basic Marketing Pointers

As Peer-to-Peer philosophy takes over, effectiveness of Big Business will decline and role of Small Business will increase. A home business will be an excellent idea. Here are a few guidelines for your Small Business, based on peer-to-peer philosophy:

1 - Rely on people, not robots

2 - Make every employee a decision maker

3 - Increase outsourcing to keep yourself small

4 - Use people-to-people communication to learn and to help others learn

5 - Build small communities that encourage member independence

6 - Sell information expertise (e.g., ebooks) with a minimum of copyright control

Don't miss out on giving people an open question. This is one they can answer any way they like. Give several lines of space to explain their thoughts: Please tell us ways we can improve our product:

Open-ended questions like this are a great way to get new ideas. Customers will often tell you about improvements, problems, or innovations you and your staff would never think of. It is also a good way to uncover new products or services you can offer.

Put your survey on your web site (quizbox.com and bravenet.com have free forms you can use.) Offer a free product, ebook, or discount for filling out form.

You can also print your survey on half sheets of paper and put them on your counter or reception desk. Include them in invoices and mailed orders.

Surveys are a terrific way to get a better understanding of how customers feel about you and WHY they feel that way. But we are not completely away from gut feeling yet. Simple surveys like these are not scientific. You can't say for certain 25% of your customers hate your new product. For best results, take survey findings with a grain of salt. Remember -- these kinds of surveys are intended to give you IDEAS, not hard statistics. Combine what you learn from them with what you know from studying your sales figures and talking with customers and employees.