Digilogue: How to Win the Digital Minds and Analogue Hearts of Tomorrow's Customer

Part II

The battle heats up

When we thought things were hunky-dory, the contestants spark up again. It seems the co-existence and the capoeira-inspired moves were a charade, a diversion. The battle is back on.

Chapter 5 sees Digital Disruption engaging in some foul but effective play. Here we investigate how Big Data is leading us toward Big Brother of Nineteen Eighty-Four fame, and why we may soon find ourselves walking through shopping malls that scan our retinas to deliver tailored messages. While the chapter’s futuristic exploration of technology and its communication processes may make you a bit unsettled, it also offers hope that new-school technologies can enable old-school communications, recognition and care for the customer’s personal context.

In chapter 6, we will see how the seesaw competition unfolds. We investigate how customers and consumers seek to reconnect with themselves by periodically disconnecting from the digital world, and seek to get away from the digital doldrums that technology is also responsible for. To our surprise we see how analogue escapism and the customer craving for work–life balance and reconnection with their analogue souls create commercial opportunities for centred business owners.

Chapter 7 case studies how ideas, services, products and solutions can be digitally amplified across society. The chapter strategically maps how Steve Jobs launched the digital idea of the iPad, and how Apple was able to diffuse this disruptive idea across ...