Two main and related reasons: 1. Because advertising is transitioning to a fundamentally [[Electoral Politics in a Dopamine culture|non-linear practice.]] 2. Because knowledge branches and grows in non-linear ways. Neither the internet, nor our brains, are confined by the physical nature of the codex. We are operating in the Republican party on a legacy model that assumes linear transmission of ideas and that can be sustained in environments with three channels and the average consumer seeing maybe 15 to 20 advertisements in a given day in the course of their media consumption. Practitioners can no longer rely on an audience being able to follow a narrative along the lines of what we dictate to them because their media consumption is too fractured both by platform and by channel. We cannot assume that because three ads and three pieces of mail, in sequence, have a clear narrative arc that any pneumonic elements of that narrative will penetrate. That modality no longer exists. [[Communicating Political Ideas]] must change, especially in view of the [[Attention Economy]] and [[Institutional weakening is more evident in politics with each passing year|institutional weakening]] throughout our republican system (small r). Also, [[Voters don't read]] so they're a whole lot less accustomed to consuming narratives in their day-to-day lives they're getting things in snippets unless they consume a lot of Hollywood movies and those narratives are pretty well damn dumb down. So we need to adapt our techniques as advertisers to the ways that consumers of information are in fact interacting with that information. The Matter is a great way to start [[Our Core Values#5. Do the homework.|doing the homework]] - both for ourselves and our clients.