On this episode, David Dutton joins us as we cover a random flight of topics. We'll be discussing a new report on "The Rise of the Apex Consumer" that shows today's consumers don't just engage with marketing; they dissect it, exploit it, and discard whatever doesn't serve them.

We'll also cover some other topics like Columbia Sportswear's "Expedition Impossible"- a viral marketing campaign that offers to give away the company to anyone who could prove the Earth is flat. You might be surprised at the results.