If you've seen any of my presentations, either in-person or on SlideShare, you may recognize this quote. I think it perfectly and succinctly sums up the position of marketers who find themselves at the crossroads of emerging media. I originally saw this quote in a Tom Peters (one of my heros) presentation and fell in love with it.
If you don't like change,
~ General Eric Shineski, retired Chief of Staff, U.S. Army
you're going to like irrelevance
Marketers who continue to do the same old thing month after month, year after year are going to find their messages falling flat. It's important to set clear and measurable goals for engaging in new media and look at emerging media to see what fits with your customers.