As communicators, we have been well versed on the benefits of digital platforms for years. Many of us are early adopters, influencers even, of online communication and collaboration tools. Yet, lately, it has felt like the times are changing faster than ever. By the time we test and commit to a new digital platform, three more have emerged, promising to drive even better outcomes or deliver more metrics. It may be the nature of digital transformations: constant iteration in an agile environment. But it can feel a bit unnatural to marketers.