Technology impacts the nature of today's shopping experience. The linear path to purchase is dead. Today, the consumer creates his or her own path. Messages are secondary - it's all about engagement, with the consumer talking about his or her problems, passions and interests. A value exchange is the key principal to effective engagement (for sales or otherwise), and the value exchange doesn't necessarily need to include product features and benefits. The value exchange provides insight into who, what, when, where, how and why an audience is engaged.