For over a millennium, the idiom “all roads lead to Rome” has meant that there are different options but they all end up in the same place.

In conversation with Grant Leboff* recently, we noted how today, for just about every business, Rome is your website. So I’m going to update the idiom for the 21st century and state – “All roads should lead to Rome” and I say this because many companies communications are about as far away from a straight Roman road as you can get, indeed remind me more of spaghetti junction on the M6 or the magic roundabout in Swindon.

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