The middlemen did not go away. They have changed.
Two by-products of communication technologies--the steady increase of available information, and the rapid decrease in trusted sources--mean that knowledgeable and truthful intermediaries are more important than ever for helping us make big decisions.
Traditionally trusted sources, such as encyclopedias, media spokespersons, and universities, are being replaced by everyday citizens and just plain common sense.
How many of us base decisions on the Good Housekeeping Seal of Approval? None. How often do we ask a friend, or go with our gut instinct? All the time.
In addition to asking friends and family, I get a lot of information from the internet. The first place I usually visit when I check out a company or person is their "About" page. If I do not find real people with real names, I go elsewhere. They may know something I need, but I would rather act on information from people I trust. The second thing I look for is validation from other trusted people. Could I be fooled? Sure, but this step is better than rolling the dice.
Why are have so many traditional intermediaries become clueless and untrustworthy? They forgot what they were about.
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