"Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information?" - T. S. Eliot

To which we might add: "Where is the information we have lost
in the data?"


Many things are wondrously faster today. But the volume of data and information is like a flood. Ironically, organizing and prioritizing information consumes much of the time we have saved in gathering it.

Technology is certainly changing the world. But it is not changing human nature. Psychologically and emotionally, people are still moved to act by the same motivators that have existed for centuries.

So what happens to people immersed in the new information technology? Generally, the first impulse is to work harder to absorb more and more information. Ultimately, though, we screen out the overload. We become much more selective.

One result is that we may screen out things of genuine importance or interest. Another result is that we may become so micro-focused that we lose perspective. We can become so data- and information-driven that we may become unwise in its application.

For marketers and advertisers, wisdom in the use of information is more important today than it has ever been. For B-to-B marketing, working with a qualified marketing communications firm is one way to gain objectivity and a fresh perspective to cut through the jungles of detail.

There is no substitute for experience, wisdom, and objectivity to help put things in perspective - the kind of perspective that leads to vision. Such vision finds the proper role for technology: As a helpful tool to execute the vision, not an end in itself.