Top down v bottom up

mountaineerThere’s top-down communication and bottom-up communication.

Top-down communication is when the company talks to the people. “HELLOOO. We are the company. We sell this, this and this. We want you to buy some. Here’s our phone number. BUY SOMETHING NOOOW!!!”

Bottom-up communication is when the people talk to the company. “Hello, company. I’d like to buy something. Please will you show me where it is, tell me how much it costs, and reassure me that I’m making the right decision. Thank you.”

The people have the money in their pockets that you want. But, today, the people have the power. There’s a trend called social proof and another one called citizen journalism. (more…)