Requires education for perpetual beta world. (True!)
Forces people to think like a CMTO and not a CMO. (I've heard much about combining tech with mktg at this event.)
Turns the economic of
advertising upside down.
Results in a deeper, continuous consumer relationship.
Singh says, like marriages, one must keep giving it a little something; otherwise it gets boring.
Turning initiative into franchise, adding topicality.