Posting a response to this reading feels redundant since it pretty much failed to add anything new that couldn't have been comprehended from the last section. What the author is failing to realize is exactly what unsuccessful businesses are missing; we are not a bunch of idiots (for the most part). We get the point, there is no need to beat us over the head with the same crap over and over. It doesn't matter that CEO's are living rock star lives, they are not the new rock stars and even if they were, it would just be a passing fad like everythings else and completely inconsequential to this discourse.
The only significant point that is brought up has to do with companies not taking themselves too seriously. I think this is an important note, even though the author quickly passed over it. You can't tell people what to think or do, the most you can hope for is to influence them in some way. If you don't understand this you're liable to come off as being conceited and high-sounding. Companies that do understand what they mean to their customers, as well as what their customers mean to them, will be the ones that make a connection. It's just like meeting a person in a real life situation. We are able to learn alot about someone based on the very subtle details; body language, clothing, demeanor, attitude, etc; and we can usually tell if someone has a hidden agenda. The same goes for companies. If they are trying to leach on to a passing fad or fool us in any number of ways, we are going to see through it. The more straight-forward and unpresuming they are, the more effective their advertising will be.
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