This is a concise, lucid treatise on the Yang of this shifting marketing paradigm. Most people are still "Yinging." Wondering why gravity is pulling them the other way when it's them hanging from the ceiling as they resist the current trend to listen, communicate, connect and as illustrated here, admit they might be wrong. As a proponent of these trends and a brand/marketiing business owner slash serf, I have now begun to call myself a marketing therapist. Healing and eliminating fear are my new archetypes. Bringing companies back to their original dogmas is my mantra. If we're ever going to find fluidity again in the marketplace, authenticity must play a role in rediscovering ourselves in the quest to offer real solutions and not just make and sell overblown and bloated commodities.