I hate the fact that there is a bit of a satellite delay between Seth Godin’s brain and mine, but I accept it.

This time, it comes from his book Permission Marketing : Turning Strangers Into Friends And Friends Into Customers, which I read 10 years ago.

I’ve blogged about Permission a lot, but with my increased use of Facebook, the ability to de-friend people (essentially completely remove permission from someone-e.g. Diana), and the ‘death spiral of traditional advertising,’ I am starting to see/think that it will be IMPOSSIBLE for you (as a marketer) to reach ANYONE without their permission.

You will need some sort of introduction as an endorsement.

Or, at a minimum, you simply won’t be able to email, call, advertise, or reach by web-banner anybody without their say so.

Yes, it’s a radical concept, but if you can imagine that as the end game, you can begin to see where standard marketing tactics are headed.

Permission won’t just be a nice concept, it’ll be a core pre-requisite for every type of communication you send as a marketer.

Remember, it’s not the “Internet Gentle Change.”

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