One of my favourite activities in art class was poster design. I loved the constraint of having a single medium and limited space, with which to deliver the message.

Today, there have never been more ways to reach an audience.

Just as we master one medium, another channel presents a new opportunity to distribute our message.

It’s tempting to try to master every new medium that could enable us to reach more people.

But since our objective must always be resonance over reach, it isn’t the medium that should dictate our communication strategy—it’s the message.

The more time we spend mastering the message, the clearer we are about what we have to say, who our message is for and why it matters.

Image by Gary Knight