I have finally conceded that in order to be a proper thought leader I can no longer rely on communicating to potential customers and collaborators by Facebook, Twitter or even through my website. Change is happening so quickly in our world, and particularly in the field I have chosen to make a living in for the past 20 years: the world of media, marketing and advertising, that the concepts that worked perfectly fine yesterday must be reexamined tomorrow.

One of the exciting things about the media business these days is that it is being disrupted by so many different forces it is forcing everyone, neophytes and veterans alike, to re-think how they go about building an audience, building a market and sustaining a career. It’s forcing businesses to be faster, smarter and more creative. It’s forcing us to look around corners and listen to our customers like we never have before. Web 2.O technology has shifted the balance of power away from ivory tower managers to consumers, who are more influential now than ever before in the history of commerce.

While powerful disruptive forces can be unsettling, they can also force us to be better at what we do. They move us away from complacency and can often bring out the best in each of us. We either adapt or we perish, it’s really that simple. There is something about that concept that I find absolutely thrilling.

Click here for more musings on media and marketing in the 21st Century: The Orchestrator's Blog: http://blog.imcollaborative.com