Microsoft, though dealing with most advanced technology, is imbued with old Superior-to-Inferior philosophy, a philosophy that is still prevalent among big corporations of our day. Napster and similar sites follow a philosophy more in harmony with today's technology and society: Peer-to-Peer philosophy.

These differing philosophies show up in company organization, management and marketing. I concentrate here on peer-to-peer marketing, which is a synonym for helpfulness marketing.

Superior-to-Inferior Philosophy

What is a boss? Someone who is superior to you.

What is a corporate hierarchy? A ladder of successive superiors.

What is a monopoly? A superior who has last word.

The old industrial corporation conformed to a Superior-to-Inferior philosophy. It believed in following 3 maxims:

1 - BIG IS BETTER - The bigger you are more superior you are. And if you are on top - a CEO or chairman - you benefit handsomely. This is why corporations participate in mergers and acquisitions. This is why companies seek to be monopolies and multinational conglomerates. This is why they have mass advertising campaigns.

2 - CENTRALIZATION BRINGS CONTROL - They follow old command and control concept used by military organizations: Superiors lay down rules and inferiors follow them. The hierarchy is sacrosanct. You hear a lot these days about pyramidal hierarchies being squashed into flat pancakes. In big corporations this is not so. Microsoft offers an outstanding example of a penchant for control. It has developed Ebook Reader, which exerts control over how you use an ebook you have paid for. Would you like to share this ebook with friends? This Reader makes it difficult for you to do so.

3 - BIG DADDY KNOWS BEST - Superiors have superior information. Superior corporations (big ones) have superior information that inferior corporations (small ones). The top level superior corporations (multinationals) write press releases that make news, write articles to advance their ideas, get personalities to sell their products on radio and TV. They tell inferior consumers what is good for them and what to buy.

Superior-to-Inferior Philosophy is Dying

Times are changing. At one time Superior-to-Inferior philosophy worked. It worked well. But it is less effective today. Eventually it will lose most of its effectiveness. There are 2 major reasons for this:

At same time, another service might not move at all. No one wants it even though logic would say service should be a hot seller.

Wouldn't it be great to know exactly why and how customers feel about your business? Find out with a simple survey.

We don't say simple just to make it easy on you. Simple surveys work much better than long, complicated ones. Customers, who are always in a hurry, won't mind answering five questions, but they certainly won't take time to fill out a 50 question form.

Start your survey with a heartfelt statement about how each customer's views and opinions are important. "Please tell us what you think so we can serve you better!"

This gives customers a reason to fill out your survey and feel good about it. It also encourages them to dig down deep and answer honestly.

Start with a few yes/no questions: Are you planning to buy again in next six months? Is this your first visit to our web site?

Multiple choice questions are good, too: You want a car that is (a) economical (b) sporty (c) able to hold lots of kids and cargo (d) other (Please explain) Note: Make sure that you provide an "other" category -- customers will often think of things that you never even considered!