So much new and not much has changed

I talk to folks all the time about taking advantage of new technology and developing electronic media to better their business or association.   They often suffer over decisions relating to the technology options and which with get them the best return.  The suffering comes from sincere caring about what they perceive as important.  It struck me again tonight that with so much new mobile technology, new digital media and the addition of Social Networks, almost nothing has changed.   Our greatest challenges are honing our messages, communicating with the audience and measuring and adjusting to their responses.  All of this is a ton of work no matter what technology you embrace.  When we get to dig in with our clients, this is where we go and flourish.