They’re used to marketing being a very predictable practice: you run a certain number of spots, get a certain number of impressions, sales go up a certain percent. If they don’t, it’s clearly the fault of the creative product. Getting people to remember your ad and watch it is something you accomplish with dollars: the more you spend, the more people see it.

That’s why it’s so tough for many of them to transition to a world where consumers are calling the shots. Where getting people to watch something isn’t a matter of spending money or sending out a set number of press releases.

Particularly vexing is the notion of creating value or whuffie or whatever you want to call it. That’s where brands and agencies get their backs up, because the notion of providing people with something that doesn’t contain a sales pitch for their product just seems wrong to them. They don’t really buy th