John Gerzema, Chief President of Brand Asset Consulting, and co-author of new book Spend Shift: How the Post-Crisis Values Revolution is Changing the Way We Buy, Sell, and Live speaks with Customer Management IQ about how he became interested in writing the book, and how the modern consumer is choosing who to do business with. Gerzema mentions what he and Michael found while on the road across America when talking to small business owners and consumers. He also talks about topics like social media, time banks, carrot mobs and more!