Introduction

i hope that you will take a few cycles to think about it, because it explains an enormous amount about our culture and about some of the changes that we're going through right now. As you've heard me talk about before, marketing culture, community, it tends to be driven by two things, status and affiliation. Who are we ahead of, who is next to us? And it turns out that in the last 50 years, there has been an extraordinary shift in the way our culture has dealt with media and these two questions. How big is your family? A friend of mine has forty eight grand dren. We know how big his family is if we're looking at jeans. But