What Beyoncé knows

"What is dead may never die" - Game of Thrones

Reports of the death of direct mail are greatly exaggerated. Yes, it's true that we increasingly rely on digital media as our primary tool of communication. It's also true that a huge swath of society still prefers content delivered in a tangible manner. Direct mail is alive and well.

Reports of the death of billboards are greatly exaggerated. Yes, there are more effective ways to spread a message. Yet we're seeing the resurgence of smarter billboard advertising. Billboards are alive and well.

Reports of the death of radio are greatly exaggerated. No, radio is no longer the primary source of discovery. Yet we're seeing the resurgence of "radio" in the form of niche podcasts, engaging with relevant audiences across...well, any topic you can conceive. Radio is alive and well.

Reports of the death of vinyl are greatly exaggerated. As Beyoncé’s culture-shifting, sold-out 'Renaissance' vinyl reminds us, we've seen the staying power of vinyl over the years. Because vinyl is alive and well.

The tools of our culture never really die--they merely evolve. It's easy to miss the evolution of our culture if we're stuck chasing trends. The alternative to chasing trends is to embrace an opportunity for reinvention.

After all, we are not merely in service of our personal preferences; we are in service of the market.

"What is dead may never die, but rises again harder and stronger." - Game of Thrones