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It seems as though every other article I read, webinar I see advertised, and sessions I find listed on conference agendas is about technology. You would think the industry had been asleep for decades and suddenly woke up in the year 2015 to an unfamiliar world. 

Technology is being accused of everything from simple profit erosion to the industry equivalent of Armageddon. Wherever you are along that spectrum, I have some news for you: It’s not about the technology, it’s much, much bigger. 

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