The Future of Trades
Prior to the rise of the Internet, people found things through advertising, or referrals from trusted individuals. The more important the thing, the more likely someone was to seek a trusted referral. A prospective homebuyer might follow advice from a friend or acquaintance who recently bought a home. That might lead to the selection of a realtor, who in turn would suggest a home inspector. When they identified needed work, contractors recommended by the realtor or inspector would perform it. Recommendations for a dentist, a restaurant, or a car mechanic all came through similar channels. In most instances, no compensation was offered or expected for the referral. People felt comfortable following the advice of others they’d come to trust. During the 20 th century the rise of cities and increased mobility led to a breakdown of personal connections. Someone in a small town might know people to advise them on most anything they could want or need in town. The same person, tr
