The world of marketing and advertising is vast, but our slice of that universe is actually quite finite. It is the world of direct marketing whose roots lie in direct response television, but which is now engulfed in an Omnichannel reality that includes, but is not limited to: broadcast, digital, mobile, social, print, and brick and mortar retail. Many of us have grown up together – some might say grown old together – and travelled the world, in what has been and remains a truly tribal experience. Conventional wisdom asserts that the average professional will have seven different careers across the span of their working life; yet, in the case of our clan, while individuals may reinvent themselves, they rarely leave the fold. Why?