Instead of behaving like a mob of meerkats, nervously scanning the post-recession landscape for the next scary thing to send us scurrying into our holes, it's time to bring the strategy and impact back to media. The best place to start isn't just spending more, but spending more intelligently, thinking of media as a user experience. (And not just flow charts and efficiencies.)

The first TV remote control was created in 1950 and was a rather clunky device called the Lazy Bone. Limited to turning the set on and off and to changing channels, it was doomed to fail - largely because people tripped over the inconvenient cable that stretched from the box to the remote.