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I hate to be the one to tell you this, but if you’ve been working at the same job for the last three to five years I’m willing to bet that your knowledge of emerging media is seriously out of date.
You’re a fossil, or will be one soon if you aren’t going to conferences, reading a variety of blogs, forums, Tweets and social bookmarking sites every day, learning about emerging media and experimenting with new technology BEFORE clients request.
You’re not alone: most people don’t keep up with what’s happening in their own field, let alone in emerging media.
Your agency, department or company may be busy as hell right now. But more than likely that’s because of staff cutbacks that make everyone work double duty.
Here’s my dire prediction: a year from now, if you don’t spend some effort developing cutting edge skills, you could be saying “would you like fries with that?”