“For a generation of customers used to doing their buying research by search engine, a company’s brand is not what the company says it is, but what Google says it is. The new taskmasters are us. Word of mouth is now a public conversation, carried on in blog comments and customer reviews, exhaustively collated and measured. The ants have megaphones.”

Chris Anderson, Editor-in-Chief, Wired, from his book The Long Tail: Why the future of business is selling less of more. If you are one of the many organizations that assumes that 80% of your profits come from 20% of your customers, you really need to look closely at the new phenomenon of the 'long tail' to see ifyou need to revise the figures.