21st Century Marketing.

“We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers." Trevor Edwards: Nike.

"In a sat-nav world where nothing exists that isn't in the Tom-Tom, the find-it-for-yourself world is liberating" Jeannette Winterson: author.

People are interested in themeselves, their friends and sometimes other people. They are not interested in your product/service, so you'd better focus on befriending them.

"Befriend: transitive verb, to act as a friend; to help" OED.