The path forward in <100 words? OK a path forward...if you are a brand or a start up.
Find more ways to buy (and to fund you might need fewer physical spaces)
Understand people's motivations, their intent, and ways to inspire.
Customer first (those who love you)...consumer second.
Owned assets first; paid needs to be measured.
Evaluate everything that is available...but start with what works.
Recognize that all media is not a democracy of value.
Stop with jargon.
START with a business strategy, a coms strategy...not a digital strategy.
Hire people with a POV.
20+ years of advice.
Whether you are a start up or a big brand.