Our society is addicted to the idea of progress. We're prone to think technological change fundamentally alters the way we do things. In reality, the fundamentals tend to endure through the ebb and flow of technological adoption.

Zappos isn't the first company to provide stellar service, and the conversations that take place on Yelp used to take place around the water cooler. As marketers, we can sometimes learn more by analyzing what hasn't changed rather than what has. There's a lot of talk about tactics and tools these days, but lets get back to fundamentals. Strategy is king.

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