Marshall and Eric McLuhan argued that an emerging medium is best understood by considering four questions or probes. They called these four questions the Laws of Media. Every new medium extends some capability, turns into its opposite if it grows too much, pushes aside other media, and retrieves some long lost activity from humanity's past.
"I don't know who discovered water, but I'm pretty sure it wasn't a fish." — Marshall McLuhan (1911-1980) Media critic & writer
Something to consider:
Just like a fish can't see the water it's swimming in, you can't see the world immediately in front of you. It takes someone with a different perspective to point it out. These people can see opportunities that you can't see. They can see pitfalls that you can' t see. They can see them, ironically, because they aren't staring at them every day.
Fast Company's January cover story on Malcolm Gladwell caught the attention of the media gossip blog, Gawker, today. (Marshall McLuhan gets a nod in the process.) I think that means we're hip... Or maybe that's just Gladwell. Check it out.
The war in Iraq (which is winding down as this issue goes to press) reflects a world where much is new. But when it comes to war, old truths prevail: Planning and leadership are the pillars of victory.