Marketing is changing completely. Not only in terms of the way that traditional practices are diminishing, but in the way that people who do marketing think. For the majority of marketing history, practitioners have applied long-term, waterfall strategies to brands, relying upon static artifacts like fiscal reports and ambiguous, annual product planning to theoretically increase revenue. Such reasoning was (and in many cases, still is) due to the idea that marketers have all of the answers, so much so that they can predict the future behaviors of their customers. This mindset looks something like: “If we implement X strategy, we will get X number of new Facebook fans, X number of our product will be sold, and we will increase X amount of revenue from last year, making the campaign successful.” However, the various values of “X” become a lot less predictable as the balance of power moves further from the marketer and closer to the user.