And arguably that worked in an age of mass manufacturing to produce goods at a low price and the rise of mass advertising to sell the quantity of goods produced....it made sense.
As with any revolution, afterwards there has to be change....from civil revolutions that remove dictators to a democratically elected led government....from agricultural work/serfdom to processing.
We all agree that digital has had a major effect on business, on how the consumer interacts with brands, on the move from top down control to the power of the network......and because of this we must learn to adapt our businesses.
In a sense it is a move from how the large corporations operate to how the small businesses have always worked like.....personal, networks, experience led.
This social revolution may have been caused by each of being connected, may have been accelerated through social media and social marketing.....but it cannot be delivered through them. They are the catalysts for organisational change....now is the time for brands to reshape the way they operate under these new digital, social times. We need to dismantle what worked and build organisations that reflect adaptability, fluidity and the power of the network - that will never work under command and control.
The question is are we up to the challenge.....many will argue that they can't operate like that because their business doesn't do it....but change happens when some brave managers take up the challenge and operate in their role as the social reinventors.
Are you up to that social reinvention challenge?