Do you remember when America watched awards shows?If you were somehow unplugged and didn't receive the newsflash, the combined strength of Paul McCartney, Madonna, U2, Mariah Carey, Coldplay, Faith Hill and Jay-Z wasn't enough to swing the hammer and ring the bell during this year's Grammy Awards. A frail 17 million watched these legends read their cue cards while a muscular 28.3 million cheered hopeful, nameless kids singing their hearts out on American Idol.It was just one more indication of how we're moving away from the vertical hero-worship of Idealism to establish the horizontal links that mark an emerging Civic generation.Grandpa Jagger during halftime at the Superbowl, surrounded by people doing their best to act like cheering fans… I'm sorry, but that was just sad.I'm not trying to be catty, I'm trying to make a point: Plastic posing bores us. We have no desire to hear another Miss America contestant talk about her dream of world peace. Just once, wouldn't you like to hear the interviewer say, “And how is walking around in high heels and a swimsuit going to help bring about world peace?”Unfiltered authenticity is the new cool. And volunteerism is on the rise.We don't listen to big talkers anymore. Our collective silence toward them is our way of saying, “Talk is cheap. Now get off your idealistic ass and do something.”Tom Hanks is the new John Wayne. Remember Hanks' portrayal of the dutiful but reluctant English-teacher-turned-soldier in Saving Private Ryan? He was just a regular guy, doing the best he could, trying to make the best of a bad situation. Kind of like you and me.Struggling, flawed, tormented Jason Bourne is the new James Bond.Lost in Translation is the new Love Story.I'm not trying to depress you. I'm just trying to open your eyes to the realities of the new marketplace.Hype is dead.In 2004 – the first year following the shift away from Idealism – the Grammys scored a respectable 26.3 million viewers. The next year they fell to just 18.8 million. So this year's 17 million should have come as no surprise.Anyone taking bets on next year's audience?If you're a business owner needing advice about marketing in the new millennia, here's all you really need to know:Say it straight. Say it real. You'll do fine.Roy H. Williams