A nice anecdotal piece from Hugh MacLeod about handling the unpredictability of social media success. Now the economy has forced the ad industry to reconfigure to reflect the market, we will see a future that is fast, cheap and out of control. The truth is that success has always been fickle and, to a great extent, unpredictable. At least now we have the ability to make communications that allow for a multivalent approach and cheap, productive failures.
