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

Part III

Hanging up the gloves and meeting in the middle

The tension along the X-axis of the Digilogue Strategy Map may have eased off in the epic draw between the two champions. On the left in the red corner we had Analogue Anachronism, and on the right in the blue corner we had Digital Disruption. They stretched out as two extremes on the horizontal X-axis. In this part, it’s time to zoom out from this plane and introduce the further dimension of the Y-axis, which is temporal in nature. At the bottom of the Y-axis is the present, and at the top of the Y-axis is the future.

We will look at how firms can combine the best initiatives from their past — brand equity, customer touch points, story, communication tactics and events, which may still operate with some success in the present moment — with innovative ideas that can reinvent, rejuvenate, rebirth and reposition the business, in the future. The next two chapters look at the temporal plane of past, present and future, and examine how businesses can survive and thrive through time, without losing their identity.

9: Standing the test of time

Few businesses can stand the test of time — and it seems that time is speeding up. Even fast seems too slow in today’s business environment. In this chapter, we will look at how three companies have faced the temporal flow, and how they have strategically decided on unique directions in their ambition to survive and thrive through time. We will investigate how Kodak, Georg Sörman and LEGO ...