Yes, that's it exactly. What's really interesting is that you can stay ahead of it as long as you're focusing on the problem that you're trying to solve and not just researching and thinking it would be so cool if you used 3-D imaging to do something. In the project that I described earlier, the history project with the Chinese cultural society--actually, with UBC--they wanted to build a boring web portal that would access a digital collection. Well, for a 17-year-old, that's really boring, so we said, “Okay, let's look at the 17-year-old”. We brought in a bunch of 17-year-old students and asked them what they wanted to learn history with, so we built the town.
Those are the kinds of things. If you're looking at using digital media to solve the problem, you're not just doing it to create a digital media product; you're actually using it to enhance something.
I can tell you that you also get much more engagement with the people you're working with if they feel you're solving their problem, not just giving them something that's cool.