"Today, we are connected in a multitude of ways and tethered to our devices 24x7. We have technology that allows instantaneous online delivery of content, including music, books and video. That same technology allows us to generate our own content and share it with the world. We have interactive social media tools that allow us to connect with communities we didn't even know existed a decade ago. And all of this is available from a mobile device that fits in the palm of your hand. New communication techniques and technologies are emerging at a rapid pace, continuously bombarding us with messages and reminders, with no end in sight. In a world where it's hard enough to cut through the noise to get the attention of friends and family members, it's even more difficult for businesses and other organizations to reach prospects and customers. Unfortunately, many organizations try to solve this situation by talking louder and LOUDER until they are shouting at us from across a crowded room. They add to the noise, make us tune out, and continue their way down an unsustainable path."