ABSTRACT
This chapter explores a few ways students can apply the information to improve their ability to use and understand communication technologies—or simply to profit from them. The cycle of innovation, introduction, and maturity of media almost always includes a cycle of decline as well. As new communication technologies are introduced and older ones disappear, students' media use habits will change. A few guidelines are distilled from 30-plus years of working, studying, and consulting in the communication technology industries that might help students become an entrepreneur. Just as the communication technologies have applications that permeate industries and institutions throughout society, the tools and techniques can be equally useful regardless of where students are or where they are going. The one constant students will encounter is change, and that change will be found most often at the organizational level and in the application of system-level factors that impact their business.
