The nature of communicating to prospective audiences is forever changed because the Web is happening right now. We now function in a world with immediate casual access to seemingly unlimited amounts of meaningful information, able to be localized around any idea we put before it, while morphing around our behavior, our preferences, and our communities.

The world is forever changed. Yet, people are the same. We each go into that sphere of content, and we interact. We are each ourselves there. Even if we are masquerading, we are being who we are just by being compelled to do it. We explore what we are interested in. We seek out what we desire. And we share with others drawn into your sphere – proximity inherent in commonality / likeness / sameness.

In the search for meaningful use, one will wonder how these phenomena and shifts and changes present opportunity and challenges to one’s organization. What does success look like?