In marketing, the ongoing challenge is the commodification of everything. Our clients are constantly trying to reduce us to items they can place in a pigeon-hole. Easily compared. We have to stand up for our unique contribution. 

gapingvoid.com: It Take Courage by Brian Solis, 2011-Mar-28

…, the truest, most genuine ans­wer that I can share is that…to bring about change does not take tech­no­logy, it takes cou­rage. And, this is why change is not a com­mo­dity. Change is not easy nor is it for­mu­laic. But I can say this with the utmost con­vic­tion, change.is.inevitable and it is yours to define.