Here's a short one.
I've been whining and moaning for some time now about the state of the advertising industry. The key to success in the future will be marketers, whether agency or client, twofold; authenticity and value. There are few writings I have read that illustrate what I'm talking about more than Seth Godin's recent post.
It all comes down to which road you are going to walk down. The wide road of typical advertising based in the past marked by manipulation, incentives and half truths or the narrow road of honesty, authenticity and a constant commitment to offering customers real, meaningful value.
Just keep in mind the wide road ultimate leads to destruction while the narrow road leads to, well, who knows what.