Peter F. Drucker with insight on the flatness of digital media:

In that online course you turn on at home, the course must provide the background, the context, the references.

We’re not all providing courses, but the digital media platforms are contextless surfaces.

Shopping for clothes in a store includes all kinds of baseline assumptions and expectations. We know what we’re there for.

Shopping for clothes online happens in the same space we work, communicate, and entertain ourselves. The only context is distraction.

You must provide the context and the message. Quickly.