Dramatic paradigm shifts in the very nature of how we do business are redefining marketing, branding and communications.

Your customers and prospects are driving them. In fact, they're gravitating to them faster than the cast of Saturday Night Live goes to their cue cards. And they're now harder to contain than a rash at a swingers convention.

But more importantly, they reach into every aspect of what business marketers and communicators do. Click on any line for more information about that shift.

Here's our shot at an overview of their effects:

If you'd like more information about these shifts, their ramifications for business marketers and communicators and some ways to approach them, check out the seven headings within this Change section. (A good starting point is "Why what used to work doesn't anymore.")

There are several things business marketers and communicators can do right now to turn these changes into a competitive advantage in their markets. If you'd like to check them out, go to the Five Ways section after you have a feel for these revolutionary paradigm shifts.