September 4, 2013,
Guru in a Bottle, News 
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It may not be obvious, but the world of rock ‘n’ roll knows a lot more about how to connect with consumers in a powerful way than many multi-national companies with multi-million budgets to match, a point I make in my latest book, The Art of Influencing and Selling.
And I don’t mean by connecting with consumers through iTunes and the mobile internet, although of course that’s a proven way of reaching music fans. What I want to talk about is about ‘rendering authenticity’ in order to connect with the next generation of consumers and fans.
The term was conceived by James H Gilmore and Joseph Pine, two US academics that at the turn of the 21st century wrote about ho...
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