CHAPTER 7

ALL DIGITAL FIREPOWER, ALL THE TIME

We must respond to opportunities before they become conventional wisdom.

—SATYA NADELLA, CEO, Microsoft

The power of digital and social media to disrupt traditional businesses and industries is evident in every Encounter exercise we run. Consider the Extreme Attack contemplated by Doris Souwe, CMO at one of Japan’s leading global cosmetic brands:

Her Encounter started by leveraging the power of digital to create a personalized, high-quality body care product for women. The consumer could choose from a palette of five different fragrances, three different formulations, and three sizes. These would then be delivered (or available for pickup in store) in recyclable glass bottles with built-in sensors ...

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