Even though communication technologies advance, quality information is still developed at the hands of very talented capable people — people who are great at capturing and presenting information in the marketplace, exclusive of the medium.  

No doubt certain types of information still require sophisticated infrastructures, like stock market data, live on-location satellite transmissions of breaking news, and even sporting events. However, the vast majority of information doesn't require signifiant infrastructure (and it's really starting to challenge the quality of our message).  

Just because your favorite writers, reporters, and authors can blog or tweet doesn't mean these talented storytellers are interested in keeping up with technology. For many artists (and yes, they are artist in the finest sense of the word), modern technology is seen as a distraction to their core mission.  

For others, technology advancements have blurred the objectives and distracted the audience from the message. Marshall McLuhane coined the phrase "the medium is the message." However, it is proving to be less about the medium and more about the strength of the message (including those creating it). Social media shoves many "round" brands into "square" holes, and the message is suffering because of this. 

Too frequently, we desire the medium to become more important than the message, because more of us understand the mediums and the tools are easy to use. Word processing and spreadsheets used to be the exception, specifically reserved for a select group of authorized, capable experts within the organization. This is no longer true; every desktop can access these tools (and many times for free). However, having these tools does not infer expertise. 

The balance between quality content and up-to-date technology has shifted and organizational messages are suffering due to the intense focus on technology. When was that last time you saw an IPO for a content creation company? 

What remains constant throughout are the talented people required to tell a story. Yes, it’s a requirement. Don’t let the technologists fool you. Their role is important, but they will never replace the storyteller and content creator; those talented people capable of communicating the message (exclusive of the medium).