It's time to pick sides: simple or complex

Call me stupid, but if it's the complicated, edgy stuff that involves true integration across company, product and people. I am hooked. I love the fact that inherent in Brian's definition of Edgework is an integration across disciplines. I have always bristled when asked to "go market" Widget X. .

It is time to pick sides. Do you want a quick fix? If quick hit numbers are your only goal, hire an SEO guy and have at it. Or jump on one of the latest buzzwords or make a "viral video".

Yes. Complex is hard. Absorbing and dealing with all the information and tools and nodes flying at us today can make your head spin. Mine spins a lot lately, but I can't imagine not playing in this sandbox. It is rich and rewarding. The exciting stuff is happening in this mushy relationship-driven universe; where "quid pro quo" is not so obvious, focus is on the individual and the solutions to your problems involve time, attention, integration and iteration.

Ask yourself if you or your organization have the sticktoitiveness and will power to play in these undefined areas? Thank god the tools are cheap and the barrier to entry is low. All you need is a willingness to experiment and a sense of adventure.