A historical analogy brings this issue to life. When airplanes began flying 100 years ago, they came under the purview of the U.S. Army's Signal Corps. As guns and artillery went airborne in World War I, the Army controlled the aircraft. The military brass saw this innovation as means to help move soldiers forward by attacking enemy lines. Thus, aircraft grew in stature as a tactical tool for Army purposes.

It wasn't until the mid-1930s, when the vision to take the battle beyond enemy lines became clear, that the seed of a new idea was planted: create an independent organization to accelerate the benefits of this innovation in both strategic and tactical ways. The Air Force became a game-changing innovation for campaign purposes and a major contributor to World War II victory.

This is an apt metaphor for the current state of innovation with marketing and PR team thinking. The pace of functional change isn't keeping pace with the unprecedented social shifts disrupting media and consumer behaviors and the possibilities that come with it.

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