I poured Silk on my cereal this morning.  It’s soy milk.  You can find it in the refrigerated section of your grocery store.  Which is odd.  When you think about it.

It’s odd because soy milk doesn’t need to be refrigerated.  It won’t spoil.  Silk knows this, but they also know the method of delivery carries its own message.

Delivering soy milk to me cold says:

This is like real milk

This is fresh

This is refreshing

And probably some other stuff I’m not even aware of at 8:30 this morning.

Same with words, I’m thinkin’.

The same words delivered on a corporate website say something different than they do on a blog, a pamphlet, the pages of a book, or in a personal e-mail.  The delivery changes the actual thing being delivered.

The same words spoken to a friend while sitting beside him on his couch communicate something different when spoken by a robed minister behind a pulpit, or from a video screen at a satellite location, on a radio program or T.V. show or by a complete stranger on an airplane.

The method is the message.