Do you have a life jacket ready?

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In yesterday's post we we lamented the shift away from the neighborhood dealer who provided our advice, information, opinions and service. There are a number of reasons why this has taken place and one we've not yet touched upon is how we access information and form opinions today - it's most certainly different than yesterday.

We're smack dab in the beginnings of a new era called the Information Age. How we access our information has changed from the limited choice model to one of unlimited choices available online - and that level of access has forever affected how we interact with the world.

Let's imagine you want to get a new DAC. In the older model of just a few years ago your research on DACS consisted of reading up on the subject from a handful of printed sources, person-to-person interactions from a small tight knit group and then forming an opinion and making your decision.

Today an ocean of information awaits you on DACS from all over the world - in fact, so much so that it becomes a very noisy environment and the challenge isn't gathering enough information it's down to wading through what isn't relevant to you and narrowing your search. Even the person-to-person interactions have magnified exponentially as we participate in worldwide chat rooms.

This means that the job of the dealer has changed from having enough knowledge to help you make a decisionto that of clearing away the information chaos so you can see a clear path.

We've gone from thirsting for info to drowning in a sea of it.

Your dealer is a great resource for life jackets.

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Paul McGowan

Founder & CEO

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