1. Embrace the complexity.
These days there are a multitude of avenues for communication programs – from social, traditional and display media to SEM, WOM or PR. The right answer is probably all of the above. So, no need to debate the tactic, debate the mix.

2. Place lots of little bets.
With such a plethora of tactical possibilities choosing with certainty is impossible. Therefore, it may be wise to kick-off with many small initiatives, testing the waters before diving in the deep end. The key is establishing metrics for success — quickly abandoning what’s not working and doubling down on what is.

3. Live in beta.
The only thing certain about the landscape is it will continue to change – and that change is exponentially accelerating. Hence, being adaptable and nimble is more critical then ever. “Beta” is no longer a step toward the final release; it’s a way of life.

4. Draft on natural tendencies.
The ever-changing landscape gives way to new behaviors and attitudes. It’s important to understand both what they are and why they’re happening. By understanding why it’s possible to identify mechanisms and design systems to harness these emergent proclivities.

5. Challenge the establishment.
Let’s face it; big media dollars still reign supreme. And, the big companies that control those dollars have no real incentive to rock the boat. Routinely, innovation is stifled by the inertia caused by these conditions. Encouraging momentum and introducing fresh ideas will likely require extra effort. Note to self: It’s always a worthy endeavor.