I don’t know enough fast enough.

One aspect of life and work in the digital realm that both cajols and frightens me is the speed with which new entities are unveiled and adopted. Twitter’s a prime example, of course. We’ve got 15 people inside our agency tweeting now. But more important, we’re sharing our tweets via Twittercamp displayed on a screen in our lobby. Our Twitter experience has become physical and visual in the real world.

That’s what’s intriguing me: It isn’t so much each new entity, rather, it’s how all these disperate social networking tools are mutated and mashed-up. Incorporating Twitter into Facebook only serves to  enhance both entities. Seems simple enough, right? But if you can mash-up one API with another to create a new social expression…then the Pandora’s Box is open. It’s only going to get more interesting.

We’re creating opportunity via osmosis. And we’re creating a newer class of assimilation experts as well. I envy their time and dedication to the grand experiment. Many a CEO and CMO would learn a lot following a day in the digital life of iJustine.

These tools and people are redefining journalism, storytelling and marketing. They are “self-containing” what used to be stratified industries requiring numerous roles to function. Not any more.

And the beautiful part is that both content creators and the audience are in total control -- to upload when and what they want and to consume at their leisure, adding commentary as they see fit.

In my work, I’m seeing a future where the ad agency casts, hires and directs “digital people” (with apologies to the recruiting firm) to demonstrate, express, create, and interact with products, services, customers and events. We create ongoing story. It’s door-to-door sales meets sampling meets promotional events meets PR meets broadcast meets email meets database marketing meets, naturally, your iPhone (7 days and counting, btw).

Assuming you’ve got the guts of a big idea, imagine what you could create with a crew of digital people today using a $300,000 TV commercial budget. It would evolve over time, it would be multidimensional and multimedia, it would be a conversation and it would surprise and delight. It would have profound impact, and it would be inherently measurable. To be honest, we’ve seen it already. It’s only getting easier and more common.

These are the tools and people required for the 24-hour ad agency I’ve mentioned before. We’re at the forefront of creating an ongoing, evolving conversation between customers and brands, facilitated by some kind of agency. The challenge is going beyond our strengths, our comfort zones – both inside agencies and marketing organizations.

Alas, “the new shit,” as The Big Lebowski put it, requires constant monitoring and experimentation. I regret not having Stumble(d)Upon anything in weeks. (I tend to prefer autonamous entities such as iLike.) Nor could I tell you exactly what every single icon refers to here.

But all I have to do is click to find out, right?

How hard can that be?