interactivity creates a profound change in how to think about creative work and development. It requires creatives to move from developing objects for display to designing behaviors and storing them in objects for users to find and perform.

Maschmeyer: Don’t be Confused, Digital & Interactive are Different Creatures  I just stumbled on this blog the other day. I highly recommend. Through the last few posts, you can see Leland mentally working through one of the most critical issues facing advertising and marketing: the end of the channel/object mindset. The rush to “digital” appears to be a fool’s gold rush.