The demographic that suffers the most with this rapid change is the one that is most bound to the previous manner of business.  For the marketers that refused to let go of direct mail and print catalogs, they either have found a niche of consumers who hold on or they are out of business.  For the business person who said a web site was no better than a well-placed business card in the hand of a prospect, they've missed out on thousands of opportunities. 

The hesitancy to embrace change is not easily fought, though.  Today, we don't have enough time or energy to understand and master every trend, and not every fad will last, either.  The question becomes, what new SHOULD we embrace, and what old SHOULD we let go?

As a guy who gets more Old School every year, one change that I've admittedly been hesitant to embrace fully is social media.  Twitter, Facebook, ivy (or is it vine?), Google Minus, Pinstagram, and weebleswobble could take ALL my time and energy, and for what benefit?  But I have noted one great thing about making the attempt.  In particular, Twitter forces the user to be concise.  One of my favorite questions when starting a speech coaching engagement is, "What is the message you'd like to give, in one sentence?"  I suppose I could change it to, "If you had one tweet to get your message out, what would it say?"  The ability to be concise and have a, clear, concise, and compelling message is worth whatever effort we put in to it.

Of course, we have more content.  Of course there is always more to say.  Of course we're pressed for time.  But saying things QUICKLY and with IMPACT opens the doors to the opportunity to say more.  If you go in with the mindset you will share it all, you may lose your audience before they even hear the message you have.

What's your CORE message?  What is that ONE SENTENCE worth saying?  Figure that out FIRST, then expand your detail and expertise as the situation allows.