Did you hear the song that started to become a hit last year and turned into a monster hit in 2008? That song is played at every conference, Web 2.0 summit and social media meeting of the minds. Nobody knows the exact title but it goes like “Businesses have to stop talking and start doing”. I’m sure you’ve heard that song many, many times.

Most businesses interested in Social Media and Conversational Marketing remind me of people ordering fitness equipment through infomercials: They know they need to do something about their fitness and health. And they order stuff to start talking about really doing it. Yes, they open up the package, are so confused by the instructions that they stop doing anything. Just to continue watching infomercial, still talking about doing something.

People are opening up to the public more and more each and every day. They describe in detail their desires, needs, fears,  anxieties, hopes, etc., etc. Opportunity is growing each and every day for businesses to help these people, build more useful products that tap into these feelings. Have you bothered listening? People tell businesses what they want. Sometimes very clearly. Sometimes not that overt. But they are always telling you what they are feeling.

Business that listen will survive and prosper in this new marketing reality. They won’t see themselves as the hero anymore. Instead, they see people as the heroes and will do everything to expand their superpowers by giving them what they want.

It’ s not enough to think about doing anymore. It’s time to listen and start doing.

Traditional brands had one goal: make money. They used to live within a commerce and communication environment with the end goal of selling emotions and products to the public.

Modern brands have become movements within a cultural and social environment that doesn’t focus on selling. Rather, modern brands share their passion towards a bigger cause.

Meaning, brands move away from a selfish purpose to the bigger cause of social change by sharing a passion and unifying against a common enemy. In order to succeed, brands will have to play a more cultural rather than a commercial role. This cause has to be serious and permeate the whole brand culture; otherwise people will see through any clever advertising and immediately feel cheated by the hollow attempt to sell. Aspiration as the ultimate goal for brands doesn’t sit well with the changing roles of people: They evolved from consumers to prosumers, journalists, thieves, producers, brand ambassadors. And they don’t buy stuff anymore, they vote with their wallets.

Our old form of communication was about seducing people with flashy stories and imagery. But those times are coming to an end. A brand that understands the passion of people and stands shoulder to shoulder with people fighting for a cause or against a common enemy has a good chance of being seen as a credible partner to enhance the culture and social environment.

The real question is: Will brands rise above the quarterly profit stranglehold of Wall Street? Will they pursue a better culture than a better profit? Global brands clearly have the firepower to change society and culture in unimaginable ways. It’s doubtful we’ll ever get another political ‘Ask not what your country can do for you: Ask what you can do for the country’ ground swell together. But there’s hope a brand will say one day to Wall Street: ‘Don’t ask what this brand can do for you. Ask what you can do for the brand.’