To state the obvious, developing a marketing campaign used to be infinitely less complex than it is today. In the recent past we had but a handful of channels to chose from; television, radio, print, direct mail. It made for a relatively straight forward planning process, customer journey and a well understood social contract between customers and businesses. Ad content was the implicit social “cost” of consuming entertainment content. Unfortunately, those days are gone. In the context of a new consumer centric culture, the rules of engagement are written from the bottom up. As marketing professionals, we have to figure out how to embrace that reality psychologically, strategically and tactically.