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Don\'t get confused by the title here. We still love mobile. We still think it has changed the world we live in more than many of us realize yet. We still think we are in the soft foam of the real mobile wave that is yet to come. BUT what has happened in the last 18 months is that mobile has gotten more complex as more and more people make it a central part of their business.

The reality is that doing mobile properly today is very difficult. We have systems that have been in place inside of companies for years - things like CRM - and systems that are new to this world because of mobile that are trying to somehow talk with those older legacy systems. This causes friction, tension and a whole lot of duplicate data.

So what do we do? That\'s what we talk about in this episode. Don\'t give up, just adjust what you are trying to do. Don\'t stop, just start at the right place that will have the most impact on your business with the least complexity. The one thing that is true, the longer you wait, the longer you analyze, the longer you spend deciding your strategy, the more fuel you are adding to your competitor\'s fire. Stoke your own. It\'s damn hard but so is the regret you\'ll have if you don\'t start now.