They're out there in force, my friend. Performing the professional equivalent of making left-hand turns from right hand lanes. Trying to pay for drive-through tacos with a check. Calling 411 to get the number for information.

And there's a sure way to spot them. During any professional discussion they will invariably say the following: “That's just Marketing 101.” Unfortunately our industry is filled with them. They are the people who stopped learning and thinking about what they do the day they got a degree.

We don't want to be these people. We can't be these people.

Because when you live in a world of change, constant learning and relearning is a necessity.

That's why we define Mobium as a place where learning and learning to adjust are continuous. It's an organization where we learn from one another. Where generalists and specialists share insights with everyone else in group meetings and within individual teams working on specific projects.

In fact we view Mobium as a place with many forums for defining, evaluating and communicating revolutionary and evolutionary communication changes, principles and paradigms. We call the combination of all these forums Mobium U.