July-Aug’17 issue brings you how rise of the internet and social media has led to tectonic shifts in the consumer behavior pattern—an attention span that is 140 characters or six seconds long. Advertisers and marketers are now experimenting with concepts such as content marketing, native advertising, and banner ads to capture the mindshare of the new breed. Irrespective of the medium used, the purpose of advertising remains the same—capturing mind share. Any idea, concept, or channel, however fantastic, will not work if the business is not clear about what it wants to sell, to whom it wants to sell, and where it is to be sold. In our tribute section to Jack Trout, experts talk about his relevance. We also bring you one of his pithiest, yet sharpest interviews to The Smart Manager.