I attended Seth Godin's seminar yesterday in NYC and as expected it was amazing. If you have the opportunity to attend one of these, don't hesitate. It was jam-packed with new ideas and ways to implement change - in your thinking and in your organization.
One of his key notions is about "sneezers" who spread the word about your product or service. His "Fashion/Permission Complex" takes this to the next level by using Web 2.0 technology to enhance your ability to tell your story.
My company's tagline is "make it easy to buy" because I believe that is the essence of what it takes to be successful online. Based on what Seth was talking about, I think the next iteration of it should be "make it easy to tell your story." If you are an online marketer, that is what you should be working on now.