Responsive. Adaptive. Mobile first. Cross-channel. Everywhere you turn, web workers are chattering about a more flexible future. There’s only one little flaw: our content’s not ready for the party. Fixed firmly to inflexible pages, today’s content is stuck in meaningless blobs that break long before they bend.
We can't keep creating more content for every new device and channel. Instead, we need content that does more for us—content that can travel and shift with its meaning and message intact.