1. We’reconfusinggrowthwithgrowingup.

2. Scaleisnotthesameasmaturity.

3. Timetoreachaudienceof50million (source:ShiftHappens) Radio|38years TV|13years Internet|4years iPod|3years Facebook|2years Orevolution.

4. Mypointbeingthewebisyoung…

5. …andwestillhavealongwaytogo.

6. Let’spauseandtalkaboutbusiness forasecond.

7. Isitimperativeforabusinesstohavea presenceonline?

8. Ifyouanswered“No”,Ihaveaflying machineIwouldliketosellyou.

9. Ifyouanswered“Yes”,thenpleaserollthe diceandcontinueplaying.

10. Now,howdidwegetwhereweare?

11. “… classicMcluhan-esquemistakeof appropriatingtheshapeoftheprevious technologyasthecontentofthenew technology. ”– ScottMacleod

12. (i.e.wedidwhatweknewbecausethe alternativewasstandingstill)

13. DirectMailEmail InAdvertisingthismeant… BillboardsBanners AndTVCsthatcontinuedtotalkto youlikeyouwerefiveyearsold.

14. (we’llcomebacktothisinamoment)

15. “ Themediumisthemessage. ” -MarshallMcluhan

16. ? Thatmaynotbetrueanymore.

17. Wehavedefined mediabythe mediumitis consumedon, notthemediaitself.

18. TV or film? Justvideo.

19. Newspaper? Book? Magazine? Justtext.

20. Radio? Albums? Justsound.

21. ? Inwhichcase,we’redealingwithraw expressionnotalteredbyitsdelivery method(i.e.itsmedium)

22. Ifindthe absenceofsilos fairlyexciting. Andmuchcloser toreallife.

23. Itisliketheentiremediaindustrywas hoistedintotheskyandtheInternet wasplacedbeneathit…

24. …destroyingthesilosandthe businessmodelsthatreliedonthem.

25. (whichisbasicallywhathappened)

26. BacktoourfriendsontheAvenue.

27. Itnolongermakessensetoplantflags. (shamelesslystolenfromFaris)

28. Becausenobodyrecognisesthemanyway. (again)

29. We’restillbuildingforthis…

30. MapofInternettraffic Showmetheborders. …andsendingitoutintothis…

31. …asifthishadneverhappened…

32. …or media was still consumed in alinearfashion.

33. Consumptionandconversationarenow handinhand.