Several years ago Toyota decided on a strategy to overtake General Motors as the #1 seller of automobiles in the world.

Toyota has long been a great example of how to drive a keen focus on quality up and down an organization. They set the global standard for automobile manufacturing. As a result, they developed a highly satisfied and loyal customer base which drove them to #2 in automobile sales. And two years ago their strategy paid off as Toyota surpassed GM.

Today Toyota is an example to companies everywhere to be careful what you ask for.

By now we've all seen the Domino's Pizza commercials touting their new pizza recipe. (Here's a four minute version that tells the story in more detail.)

Domino's use of social media, traditional market research, and focus groups to ask customers how they could make a better pizza isn't particularly noteworthy - smart but not extraordinary.

But their willingness to say "we heard you and here's what we're doing about it" is.

Here's why I think it's extraordinary:

Here are four predictions for 2010:

1. Social media and traditional marketing budgets will loosen up compared to 2009 with a focus on driving new revenue and customer retention. But, there will be a price – proof of performance.
   

I was on a commuter train last night and saw a 2 foot by 2 foot printed placard promoting an online grocer. A few moments later it caught my eye again and I was surprised that the content hadn't changed.

"Huh? What's going on?", I thought. "Why hasn't the content changed?"