Silly question, right? (Even sillier now since fax machines are now almost extinct.)

You never heard a CEO asking the CMO: “So, what’s our telephone strategy?”

In the old days, no marketers had a smoke signal strategy. Or a telegraph consultant.

All this seems bizarre because fax machine, phone and telegraphs are tools, a medium with the purpose to connect human beings with each other.

Suddenly, Al Gore invents the Internet and everybody demands digital strategies, email strategies, social strategies, mobile strategies, emerging media strategies – you name it.

Does the demand for all these strategies equal the need of people?

Not really.

In the end, it’s about connecting people. Email, social platforms, emerging media, anything digital are just conduits. Nothing more than technologies that people use to connect, engage with, learn, waste time or communicate. Behind all these technologies and amazing new tools are just people. Is there a story they want to hear from you? Is there anything of value you can offer them?

Most brands focus on the technology part and it gets quite complicated and complex. All that complexity fades away when you focus on people and the connections you want to build.