“Rather than treating digital as something new, you should think of it as a force multiplier that enables you to do the things you already do, better. Without the luxury to build out huge digital teams, small groups will need to integrate digital into every aspect of the operation. The person who talks to the press will also be blogging and tweeting; the lines between digital and nondigital will continue to blur as digital skills become essential for those hired into ‘traditional’ roles.”
—Patrick Ruffini
