The world is fundamentally different to how it was ten years ago. It is becoming a smaller, faster place where ideas spread instantly, behaviours change, and media everywhere is increasingly fragmented. For example, a woman wrongly accuses fast food chain Wendy’s of serving her chili containing a severed finger, and before you’ve shuddered, the story has whizzed around the globe appearing on almost every type of news outlet, gossip website, blog, and being told in the gags of the late night comedians and down at the local bar.