- to match, and finally route, the top player you need alliances
- a complex campaign requires "make it up as you go" in unknown fields
What is the lesson? Think of motorways in the 1950s: the business they were probably as well understood as a business driver as web 2.0 is now, so
- you can do a lot of good while waiting to understand what will come out of it all
- you may well end up with something very, very different from what you were working on
Which does help put it all into perspective.