Anyone over the age of 30 who expresses strong views about this medium is taking their life in their hands. The reality is the world is divided now into a series of cohorts defined more by age than culture. I love the Farmer’s Boy Band rap commercial for Yeo Valley but it speaks a different language from mine. Quite simply, modern English is not the tongue of most of the population.

A friend said to me, ‘You can try and understand it (and good luck) but don’t try and do it. You’ll die.’ But there’s one thing that matters.


Forget the medium. ...

Get Brilliant Marketing, 2nd Edition now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.