One of my favorite business books from the 1990s was "Sacred Cows Make the Best Burgers" by Robert Kriegel, the Olympic trainer, sports psychologist and performance expert.

Kriegel, you may remember, also penned "If It Ain't Broke … BREAK IT!," another favorite of mine. Like our current decade, the '90s were a period of tremendous growth in technology. We saw the rise of the internet, the introduction of download, and the creation of ACT and AUGIE.

When I look at how agencies are using technology today (or not using it), it makes me think that we still have some sacred cows that should be rounded up and turned into burgers. That's especially the case with small to midsized agencies, which — if they embraced these new tools — could compete toe-to-toe with the larger players in their markets.

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