The One Reason to Focus on Tools
So why do a bunch of us still obsess about tools, breathlessly jumping on the latest Twidget or Facebooger and declaiming its virtues (led by our sometimes silent cries of "first!")?
That’s easy. It’s because we’re communications professionals. Even when it’s not our job, it’s in our nature to geek out about new ways to communicate.
So go ahead and talk about tools. Just remember their place, their context in the worlds of your clients.
Also, I promise not to be too snarky about those who obsess about tools. Maybe.