For the media business also, the time has come to close this purpose gap — the distance between an organization’s stated aims and its lived behaviour. The longstanding view that the sole purpose of the media is to be the medium of information dissemination and thus maximize shareholder (read advertisers) value would quickly give way to a more balanced way of thinking. There is cut throat and hardly any differentiation in the content and message of an end number of media outlets today. Fortunately, that is our biggest strength with Track2Realty, whether it is in creating differentiation or minimising the purpose gap.