Nobel says it's official. The world of marketing will change.

Al Gore wins the Nobel Peace Prize today, pointing to a world of ever-rising climate turmoil that will change agriculture, sea levels, pollution controls, water supplies and consumer preferences. Gore has been writing about global warming for decades. While he still gets knocked around by the Wall Street Journal editorial board who type away in denial, the evidence compiled by 2,000 U.N. scientists over 20 years shows that eventually, yes, New Orleans Mardi Gras will be held under water.

We don't have a solution, but think there is a lesson here for any business who denies their environment will change. Whether you are a utility selling air conditioning or heating supplies, or a marketer wondering why print results have declined but internet is up, the lesson is this: the world doesn't stand still at any level. Yesterday's approach to marketing, business, or the environment does not work today. Consumers shop differently. They use more web and less print. They drive further. They tune out more. If you don't learn to adapt to changing media markets, it may get hot.