Due to the technological development with the Internet and social media, markets are no longer created and controlled with broadcast marketing. People can now find and connect with people like themselves all over the world – and no longer limited to the people in their close proximity and to existing ties such as family members, friends, colleagues or neighbors. They can connect with anyone, and they all influence each other, immediately and with multiplier effects. The power is shifting from companies to consumers. It is a radical shift, but it was predicted already in the mid 90’ies by marketing guru Philip Kotler as a consequence of the Internet. So we shouldn’t be too surprised. Yet a lot of companies are. And they haven’t prepared at all for this. Companies and organizations are waking up to a new reality, and the wake-up call can sometimes be harsh. A number of things are changing, and I will mention four of these here.