I believe something fundamental has changed in our world that is making the communication of The New—new products, services, businesses and systems— more difficult and standard communication techniques less effective. A number of factors have come together to create a new context for communication:
We are working on problems of increasing complexity. This complexity is hard to manage, structure and explain—and yet it is essential to establishing the relevance of The New. We cannot ignore the complexity nor reduce it to an elevator pitch without trivializing our work.