It's a new world out there. Customers and prospects now control not only the communications and information gathering process, they pretty much control the purchase process itself. This new reality offers an unprecedented opportunity to become a pivotal resource in this process. To do so effectively, companies must play the role of expert by becoming the valued information provider. You must be committed to thinking like your customers. Help them. Guide them. Be their counsel. Don't force-feed them your story. Listen, understand, and respond.