There is an ancient Sufi proverb that translates roughly as “there are no signs in the desert saying do not eat the stones”. Now, you might well be wondering why this digital essay is beginning with a millennium-old quote from the people that gave us the great romantic poet Rumi. And it’s not even that the sentence displays all the memorability and irreverence of a superstar copywriter. At its heart is a mantra that should be carved onto the office walls of any digital marketer worth their salt: “just
because you can doesn’t mean you should”.
What makes this mantra particularly relevant today is the all-pervasive and transformative – both positive and negative – impa
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