In order for a particular process or trusted solution to take on a new direction, it is essential that a leader step forward, someone who will guide the necessary changes along a successful course. Online marketing, in particular, often encounters episodes of criticism where participants voice their concerns about the industry. However, instead of making the required effort that is needed to resolve the problem, very few of these participants ever do anything besides complain about the shortcomings they`ve come across.

Humans were born to complain, it`s ingrained in our systems. Subconsciously we know that in order for change to occur, someone needs to speak up about it. This usually results in an accumulation of concerns, which ideally leads to someone taking action to ensure that a change is made and the problem is transformed into a solution. The majority of the time, however, everyone sits back and waits for someone else to make the change on their behalf. In order for change to be effected, there needs to be a strong standing of people willing to enforce it. Without a leader to guide the group, the transformation is often given up or surrendered due to lack of encouragement or support.