Roberts sees a progression from products to trademarks, trademarks to brands. brands to Lovemarks. Consumers are more creative and passionate about their purchases. When the provider combines love and respect for the consumer, the positive effects are staggering. Pulling off that combination requires a significant loss: no ego and no silos of expertise.The Long Tail model emphasizes small affinity groups "finding" a match to their unique needs of the moment and preferences. Roberts sees that model misses out on how much "sharing of their finds" is occurring. The find is small but the sharing is big. This gives an added to dimension to the ways that learning can become viral and benefit from network effects.
Rather than picturing the learners feeding on a free range, Roberts has inspired a new picture. Imagine the learners are song birds. Rather than feeding on "content" to survive, they are singing as they thrive. They are soaring with the feeling of being loved and respected. Their passion is uncontainable. They are sharing their joy by singing exuberantly. They are a moving picture of sights, sounds and emotion. Let see if eLearning can play along with that invitation.