Listen to Nike+.

Damn.

Trevor Edwards, Nike’s corporate vice president for global brand and category management, has some strong words in this New York Times article for those still believing in the supremacy of TV or print advertising.

“We’re not in the business of keeping the media companies alive,” Mr. Edwards says he tells many media executives. “We’re in the business of connecting with consumers.”

As the Times puts it, "The success of Nike+ is bad news for the traditional media companies that have long made money from Nike’s television commercials and glossy magazine ads."

"Last year, Nike spent just 33 percent of its $678 million United States advertising budget on ads with television networks and other traditional media companies. That’s down from 55 percent 10 years ago, according to the trade publication Advertising Age."

The Nike+ Lesson is simple:

Successful marketing now and in the future embraces and empowers tools and functionality over bullhorned content -- unless that content is a) useful, and/or b) created by people I trust (e.g. likely not you, the marketer).

And yet, we continue to see example after example of marketers who clearly don't get it.

One step in the right direction: Pick up a copy of Jaffe's new book, "Join The Conversation." In fact, do it this Sunday and help send a message.