THE THEORY OF RELATIVITY
Listen—this is all relative at the end of the day. Budgets are fixed. Time is precious. Attention spans are in short supply and under constant threat from the barrage of noise, clutter, and irrelevance. We ourselves are hard-pressed—during bad times or good—to deliver more from less. And if all of this is true, then we need to figure out better, smarter—and, yes, cheaper—ways to teach our old dogs new tricks.