This was an early lesson I learnt as a retailer. This cartoon was shown to me by my boss about 25 years ago when I was manager of a small store. His message to me was no matter how busy you are, not to ignore what is going on around you in retail or you will fall behind.
Why would the king in the cartoon be interested in a machine gun? Is it something he doesn't fully understand - he has been successful in the past with the tried and tested methods.
To me that is where we are with using social media in retailing.
Some people have grasped the new media, some are trying to use it but are not exploiting it, others are unaware of its potential.
But the issue is not with the retailer - the issue is with me. How do I explain the phenomenal benefits of Retail Social Media?
I know it works, those using know it works. But like the introduction of the machine gun, those who choose not to use it now may find out the benefits when they have lost their battle.