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Marketers are professional killers...

Every new channel that comes around, we exhaust it so much that it becomes inevitable to prophesize that channel's death.

But that fatal end never seems to come.

TV, Radio, Print... NOW Email... everyone died at some point, and they are STILL here.

The Lindy Effect says that if they are still around, they will be around for a long time.

We see a transformation of those channels, but they remain the same in their essence.

This means that we should focus on the first principles of marketing and get the basics right instead of pursuing the next cool thing.

The chances are that, in the future, we will be doing variations of what we already do on variations of channels that we already know.

Happy selling.