I recently watched the new Star Trek movie Into the Darkness. At one point in the movie, the Enterprise entered Warp Drive hoping to escape. The ship sped through space with the confidence that the old -but tried and true - tactic would save them yet again (this is going somewhere, I promise). They were shocked to get a shot across their stern from the pursuing ship with a new type of drive (apologies to Star Trek aficionados for likely butchering the differences between warp and hyper drive). This scenario reminded me of the state of many of today's marketers - relying on old tactics and then being caught unexpectedly from behind.