The modern marketing system is broken.

I take no joy in making that admission. I may have been part of the problem. But so have you.

But we didn't do it on purpose. And our intent was pure. Our motivations wise.

...At the time.

This is not that time.

But here's what's happened over the years: We kept adding and adding to the marketing stack, and we never took anything away!

Now it's just too much. For us, for our audiences, and for our limited capacity in time and resources.

HOW DID WE GET HERE?

It didn't happen overnight. When I got into this business, you had two choices: you could either pay for attention (paid media, aka advertising) or you could try to earn it (earned media was pretty much publicity at the time).

By the mid 90s, we all became publishers. We owned our own media, in the form of websites and email marketing. More channels...yay! And now we had total control over the messaging, pretty much for free!

A decade or so later, we were all flocking to shared media, or social media...