Technology creates the context for persuasion, but content persuades. Technology helps get content to the right people at the right time. The content still has to influence. Delivering the wrong content at the right time is as bad as delivering the right content at the wrong time.

I appreciate all the people I've met through curling. It's been woven through the story of my life. But that win-at-all-costs attitude is, thankfully, no longer there. Still, when I step on the ice, something goes through my veins. It's showtime. When you've spent over 40 years chasing something, it never leaves you.

The entire customer or user experience - from raising awareness, to buying a product / taking action, to getting customer support - is going digital.