Business owners and entrepreneurs need someone in the frontlines who can answer every question from a customer correctly so they can keep that customer. Founder of Convince and Convert Jay Baer believes that customer service is the new marketing. Responding to reviews and making a habit of it results into a tremendous free marketing research tool that can help companies to do better on the things they know they are bad at. Another way to gain and keep customers is through profitable brilliance. Bruce Rogers defines this as switching from creating ads to creating content that tells a story and can be shared through social media. Bruce explains the evolution and paradigm shift of advertising and ways of optimizing content creation abilities.