Last week I heard of some interesting research about consumers.   Which is that people don’t like to be thought of as consumers.

They want to be participants.   They don’t want to be one side of a transaction, they want to be pulled into a dance; enrolled on a journey.   They want to connect and create a bond between themselves and the people they buy from.

That’s good news for ventures like Sail Cargo Alliance, who are in the business of building communities of producers, shippers and consumers.

Even better news for accountancy firms, because that’s just the change that’s needed to build a thriving practice and a thriving community of small businesses.