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

Conclusion

In 2006, my dad, LO, was invited to a centenary birthday celebration for a man named Sven — a rather famous man in Swedish commerce. This man made a big impression on my dad. Sven was born in 1906, 11 years before Georg Sörman opened its doors. My dad was invited because Sven was a reservist in the Swedish Army, and my dad and he had come into contact through the armed forces and my dad’s career in the army. Sven had specifically asked for my dad’s audience, which made Dad curious, since they didn’t know each other that intimately. And when a centenarian asks for you to come to his birthday celebration, you don’t say no. My dad represented his troops and, as always, turned up as the gentleman he is. He was struck by how lucid the 100-year-old Sven was, and how large his social network was. My dad enjoyed the occasion, and left somewhat inspired by the youthful energy of the 100 year old.

To his surprise, an email popped up a week after this celebration. It was Sven, inviting Dad for a private lunch to discuss the future of military technology. My dad did a double take and checked the sender email. He scratched his head. He paused and thought to himself. Here was a 100 year old who wanted to talk about the future of digital drones, cyber warfare and counter-terrorism. But my dad obliged, and travelled to Djursholm north of Stockholm where the senior gentleman resided. After exchanging pleasantries, the gentlemen sat down to discuss real business — the future of military ...