What Will You Do When Everything Changes?

What will you do when people stop using text to input and receive information from the Internet? How will you deliver information to people who can’t read beyond a fourth grade level? How will you collaborate at the office together?

You may think it’s far-fetched to ask these things; however, we can be certain that media technologies will evolve. In fact, media evolves quicker with each passing decade. When those changes occur, the way people interact evolves, too.

Just think about the way smartphones have changed our lives, both at work and at home. Phones have brought our jobs home, creating new concerns about being on the clock 24/7 and work/life balance.

Instead of calling a woman or man of romantic interest to ask them out, we text them. Worse, we also break up with them via text (By the way, I still don’t get this. As an older man, ending a relationship via text seems like a cowardly thing to do).


Generally speaking, the smartphone has already begun to erode traditional literacy. With texts, emoticons, and a new reliance on visual media, we are seeing a rapid transformation in the way people are consuming information.

The Medium Always Transforms


You know how I feel about social network specific-strategies. In a literal sense the “message is the medium” approach to marketing is a failure waiting to happen. Marshall Mcluhan was right, though, at least in the sense that media is transformative. It changes the very fabric of our lives.

Said Mcluhan, “Each medium, independent of the content it mediates, has its own intrinsic effects which are its unique message. The message of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs.”

As the Internet progresses it affects every kind of related media, from email to video. It changes the very way we interact, learn, and progress. It is inevitable that this transformative change will continue, and it will do so with more and more speed.

In turn the need to evolve our skill sets at work and at home will increase. At a minimum, media evolution will bring periodic disruptive changes that demand quick evolution. To deny this impact is to deny everything that’s happened to our world since the Internet took the consumer world by storm in the nineties.

The question isn’t what will change. Instead the question is what will you do when it happens? Will you be flexible and open to change? Will you evolve? Or will you suffer the pain and consequences of entrenched thinking and denial?


  • I agree with you on Marshall McLuhan’s quote, Geoff. “The medium is the message” was great when there were three TV channels in a country like the U.S. Today, in my view, the message is the message, and as the various media change, we need to be sure that our messages are clear. Thanks for getting the gray matter moving!

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