The world as we experience it has very quickly moved from a state of WOW to MEH. That is: so many incredible changes in our lives occur so frequently now, to grant each and every one of them the accord and respect it deserves would result in all of us being neverendingly exhausted! Louis CK spoke brilliantly about this a while ago. And now Don McAllister, in referring to yesterday’s Apple PR event, points out just how extraordinary details are when you really take a moment to look at them. Our expectations are skewed because we, like a child who receives presents everyday, can’t get excited unless something blows our bloody socks off. (And often this is the very definition of short-term strategic thinking.) No one knows where in the cycle we are, but you can be sure for marketers there is another way and another wave on the horizon.


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