What Shane Hipps does in this book is talk about how the printing press and the photograph have basically brought about the biggest changes in the world by the way we process information, and ultimately how we think about things.

The challenge in this book is this, the message for your company, product, or church have to be strategically shaped to work in the medium that you a using. You can’t simplify your communication plan with a “same message, different medium” approach, because each medium has a dramatic change upon your message. The medium itself is apart of that message.

More strategy and more targeted communication and planning is needed to reach your audience. It isn’t easy anymore. Rise to the challenge.