By Doug Stephens
The economic recovery in North America has been anything but easy but according to best selling author, John Gerzema, the end result may not be entirely bad. 
I talked with John about his latest book, Spend Shift: How the Post-Crisis Values Revolution is Changing the Way We Buy, Sell and Live. It chronicles the collapse of a 30 year era of unprecedented and often mindless consumption and the subsequent emergence of a decidedly different, values-driven and empowered consumer.
This new consumer, he suggests, is one that all companies, regardless of what they sell, must intimately understand, if they’re to survive the return to more thoughtful consumption.
John is a two-time Wall Street Journal best selling author, Executive Chairman at BrandAsset Consulting and oversees strategy for the Young & Rubicam group of companies. He is also an acclaimed TED speaker. I spoke with John from his offices in New York City.
Full podcast here