Overview
Marshall McLuhan’s The Medium Is the Massage, co-authored by designer Quentin Fiore and produced by Jerome Agel, redefined how we think about media, communication, and technology.
First published in 1967, the book presents McLuhan’s famous idea that “the medium is the massage”—meaning that the form of communication (e.g., television, radio, print, digital) is more influential than the content itself.
Using a mix of bold typography, striking images, and unconventional layouts, The Medium Is the Massage is an experience that embodies its thesis.
McLuhan argues that new communication technologies reshape human perception, alter social structures, and redefine the way we do business.
His insights remain more relevant than ever in today’s digital age, making this book essential for multifamily and business leaders who want to navigate rapid technological change.
Key Lessons for Multifamily and Business Leaders
1. The Medium Defines Customer Experience
McLuhan’s core insight is that the form of communication matters more than the content.
For multifamily leaders, this means recognizing that how they engage with residents—through digital platforms, in-person interactions, or community events—shapes perceptions of their brand more than the specific messages they communicate.
Business Lesson:
- How residents experience leasing, maintenance, and communication (via apps, social media, or in-person) matters more than what you say.
- Invest in seamless digital tools that enhance customer experience, such as chatbots, automated leasing platforms, and smart home integrations.
2. New Technology Creates New Business Realities
McLuhan warns that every new medium rewires society.
Just as the printing press created mass literacy and television reshaped politics, today’s digital platforms are transforming real estate and business operations.
Multifamily leaders must adapt to AI-driven property management, remote work, and virtual leasing trends.
These new concepts have shifted to principles that govern our way of doing business.
Avoid them, and you will suffer.
Business Lesson:
- Embrace digital transformation—AI-powered maintenance requests, data-driven leasing insights, and smart apartment solutions are not going away.
- Businesses that fail to adapt to new communication methods (e.g., video content and social media marketing) risk falling behind.
3. Perception Shapes Reality
McLuhan emphasizes that media shapes how people perceive the world.
In multifamily, as in life, perception is everything—how a property is presented online influences leasing decisions before a prospective resident ever visits.
Business Lesson:
- Professional photography, virtual tours, and immersive digital experiences create an emotional connection with potential renters-Generative AI takes this to a whole new level!
- Businesses need to craft compelling online identities through storytelling.
4. Globalization and Connectivity Change Consumer Expectations
McLuhan predicted the rise of a “global village,” where communication technologies dissolve geographical barriers.
Today, multifamily leaders must understand that renters expect seamless, digital-first interactions, just as they do in e-commerce, hospitality, and banking.
Business Lesson:
- To meet modern consumer expectations, offer digital leasing options, online payment portals, and 24/7 virtual support.
- Recognize that residents compare their experience to that of other multifamily buildings, property management companies, and brands like Amazon and Airbnb.
5. Innovation Requires Understanding Media Trends
McLuhan teaches that businesses must study how new media change behavior.
For example, short-form videos (TikTok, Instagram Reels) have altered attention spans, meaning that traditional marketing strategies may no longer work.
Business Lesson:
- Multifamily operators should experiment with video content to showcase properties, resident testimonials, and community events.
- Business leaders should stay ahead of emerging platforms, whether they’re AI-driven customer service, blockchain in leasing, or the metaverse for virtual property tours.
Final Thoughts
The Medium Is the Massage is a must-read for business and multifamily leaders looking to understand the profound impact of communication technologies on their industries.
McLuhan’s insights remind us that the way we communicate—not just what we say—defines success in an increasingly digital world.
Call to Action:
If you want to future-proof your business, enhance customer engagement, and stay ahead of technological change, read The Medium Is the Massage today. Understanding McLuhan’s principles will help you navigate the evolving landscape of real estate, marketing, and leadership in the digital age.