We’re heading into Q4 of the calendar year which means like many out there, I’m in the throes of working on 2010 planning.  Seth Godin has had some interesting posts on the subject lately (the platform vs the eyeballs and do marketers have assets?) and I had a great conversation with someone on Friday about social media’s impact on traditional marketing.  A common theme is emerging — focus on those people who are interested in what you have to say and ignore the masses.  So trade shows are out; raving fans are in.  Seems pretty basic but how long will it take until companies have the courage to follow that advice?  It’s hard for people to change traditional ways of thinking and go out on a limb.  Do you have the courage to try that approach?