If you do a job where someone tells you exactly what to do, they will find someone cheaper than you to do it. And yet our schools are churning out kids who are stuck looking for jobs where the boss tells them exactly what to do.

Perhaps marketing is about to transition to a new kind of profession, one that requires insight, dedication and smarts.

Marketing isn't done by computers, it's done by people. And people who sense opportunity and have the confidence to be remarkable will always defeat defensive actions by people who have given up.

The edge is a great place to be. Inside the box is too dark. Outside the box, there's no leverage. But on the edge of the box, you can get things done!

Figure out the people part and the technology gets a whole lot simpler.

Good marketers tell a story.

If you've got the platform and the ability to make a difference, then this goes beyond 'should' and reaches the level of 'must.' You must make a difference or you squander the opportunity. Wasting the opportunity both degrades your own ability to contribute and, more urgently, takes something away from the rest of us.