Yes, But Moments.

Lately, there's an increasing amount of "yes, but" moments - those occassions when change is almost acknowledged and yet not really accepted.

For example, Russell recently twittered from a conference at which he spoke that he was "watching the advertising industry failing to understand its own demise". I've also seen a lot of them on both sides of the Blue Monster comments where entrenched views react in knee-jerk fashion without reading between the lines.

But the one event that keeps coming back to me was Danah Boyd's recent talk in London. Now, Danah has been studying online social networks for almost as long as the things have existed and was billed as the high-priestess of the subject. She explained that the behavioural characteristics that drive social networks are not obviously compatible with the behaviour of mobile phone users.

And yet, the audience of mobile communication industry exes listened but did not hear. Yes, but (they said) we know about "networks" too and will obviously be able to change people's behaviours so that social networks will work on phones.

"Yes, but" moments are not devil's advocacy aimed at improving an idea. They're denial in disguise - a way of talking the talk without walking the walk. Watch out for them and when you see them, move in the opposite direction.