How Do You Build a Culture When You're All Virtual?

The word content effectively completes the separation, doesn't it, of media and message. I don't know someone who's successful in marketing that isn't thinking about the medium as they're creating the message. It's probably pretty rare that you have an all inhouse environment going forward. So this is where it's going to be really important to essentially publish your methodology. If yo not doing that, and you're leaving it to chance, then you're just going to have this eroding culture.