Technology may be creating exponential opportunity for businesses, but it is sure creating a headache for marketers. According to Clark Kokich, chairman of digital agency Razorfish, today’s marketing “…is less about advertising and more about creating an experience that transforms what it means to be a customer of a brand.” In this brave new marketing world, says Kokich, there are no experts: “If your self-worth and your confidence is based on you being an expert, you’re in deep trouble, because there aren’t any experts.”¹ Or, as Internet marketing prognosticator Jay Baer notes, we are entering an “age of marketing generalists.”