Technology enables new types of behavior. But that behavior is always one of two things: (1) an easier way to do what you’re already doing, or (2) something you always wanted to do, but couldn’t.  

The main point is technology doesn’t change your humanity, just your behavior, which is always driven by what you believe. So, as a marketer, you should focus on what people believe – about you, about themselves, and about the world. 

By connecting at this deeper level, you ride the change with your customer because you’re part of their world view. In other words, it’s about staying connected rather than adapting.