Great article that both confirms and extends what marketing is currently exploring as a base means of what works in e-commerce. Turns out, the movement begun near a decade ago in Sales/Salesmanship (academic) writings that had nothing to do with the internet seem to find currency, along with all the latest writings, that the future of sales is relational. Kerwin's ten ways to reach the youth includes all manner of gestures just used in the BCRS project: involve the audience, remind them of the difference they make, make it easy, make it social, etc.
My only disagreement, a gentle one, is that it seems to me the youth simply punctuates what the rest of the world is up to; i. e., while there may be no other way to have an effective broad brushstroke with that generation, this approach is increasingly applicable to basically everyone.
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