Business communication is in upheaval—sales, marketing, B2B, B2C, all of it. Fairly recent technologies now feel antiquated, and older ones seem ancient. Newspapers, the radio, TV and now even the internet alone won’t help you. Channels of communication have been blown to seemingly infinite fragments. We’ve got good news and bad news: the tools at hand are more powerful than ever, but you’re going to need help.
The World Is Too Much with Us
For thousands and thousands of years, we’ve been trying to solve the question: “How do I reach all the people?” Written language helped. So did the printing press. Add moveable type and the telegraph, and suddenly you can reach more people quickly, more easily and across greater distances. Not long ago, one technology alone—say a full page ad in The New York Times or a Super Bowl commercial—would reach nearly everyone. That era is over. Communication, like the universe itself, is moving in every direction away from itself and accelerating. The platforms available as I write this will be different by the time you read it. “How do I reach all the people?” is no longer even the right question…
