I don't know about you, but I have 'content' coming out of every orifice. It is one of the few finite resources on the planet. Most organisations are awash with 'content'.  What they don't have is 'context'. If I gave you a box full of chess pieces and no chess board what are you going to do? The chessboard and the rules of the game provide the context.  That is what leaders and organisations need more of - context for the content/messages/communication.

Just as the medium is no longer the message neither is 'content' the king. God save the context!