Tom Murphy responded to my post yesterday on Revolution Not Evolution. I think my point was missed, let me clarify. Tom and I agree that jumping on board with online tools and forgetting the classic tools/techniques is premature. I'll buy that. The tools can only evolve if there is a revolution in thinking.
A revolution in thinking is not a "shiny new thing" -- it is getting back-to-basics and the revelation of giving up control to the customer/audience. To quote Tom, "I realize that this may not by sexy, cool, hip or ground breaking, but it's likely to be far more effective." This is what changes the communications industry and allows all tools to be more effective.