“A good business book should address three questions: 1) What? 2) So What? and 3) Now what ? We can summarize everything we said so far by answering these questions: What? There’s a fundamental shift in consumer decision making. Instead of relying on relative evaluations, for the first time in history consumers have the tools to assess the absolute value of things. So what? This means that consumers are likely to make better decisions (on average) and that marketing is changing forever because people will rely less on proxies for quality such as brand names, loyalty, or positioning. Now what? All this gives rise to the need for a new framework and approach to marketing, which we call the Influence Mix.”