"The medium is the message." Fifty years ago, Marshall McLuhan succeeded in bringing the insights of communication theory into popular culture with this dictum. The insight it expresses concerns the value and importance of the means we use - the medium - in communication. It challenges the popular notion that what is important in communication is what you have to say, not how you say it. It alerts us to significance of how we communicate as well as what we communicate.
What is true about communication is also true about other things. We may casually assume that what we are trying to do is the important thing, while the question of how we do it is only a pragmatic decision. What works? What will help us accomplish the outcome that really matters?