As a society we’re obsessed with quick fixes, instant celebrity and immediate gratification.

The marketing industry, being reflective of broader society, is no different; too often it approaches everything from a short-term perspective.

Even social media – a still-emerging but already powerful communications (r)evolution – is bizarrely often treated in the same way as a TV commercial or direct mailer i.e. another channel to broadcast a one-way sales message. Weird, but that’s the way it is in a world where senior executives at large organisations don’t take the time to better understand the seismic societal shift that’s happening around them (topic for another post methinks).