To capture a user’s attention for the next generation of the web, you’ll need more than just responsive design. You’ll need a responsive philosophy. Websites should do more than respond to devices. Web experiences should respond to multiple contexts so that they’re meaningful to every reader, in every moment, on every device. As brands become more publisher-like, they’ll also need to incorporate a responsive philosophy that adapts to the user so that they can reach them at the right time, with the right messaging, and an understanding of cultural events. But to truly adopt a responsive philosophy, you can’t slap new paint on an old house. You must create dynamic systems that can ingest, analyze and act on information to serve a tailored experience. In the future, these systems can adjust to incorporate new editorial needs, technologies, and user behaviors. Get the full story at Fast Company