Digilogue: How to Win the Digital Minds and Analogue Hearts of Tomorrows Customer

In the digital era, culture is more powerful than technology. Anders takes us on a personal journey exploring the big questions of how to adapt to a cultural change that is sweeping the world! John Scully , Former Apple CEO Well–researched, deeply insightful and incredibly useful. Not a how–to, a what’s next. Seth Godin , author of The Icarus Deception Anything that can be digitised will be digitised. But can the digital connect ever really replace the personal touch? Is word–of–mouse really more effective than word–of–mouth? And what of customers’ enduring need for analogue experiences (think analogue watches, paperback books and multiplex movie theatres, for example)? In your rush to embrace your customers’ digital minds are you ignoring an equally valuable asset: their analogue hearts? On the flipside, in your nostalgic yearnings to retain the legacy and heritage of your brand, are you forgetting to provide value to your customers’ increasingly digitised minds? How can you leverage both the digital minds and analogue hearts of tomorrow’s customer to provide your company and brand with an unbeatable competitive edge? The answer, according to internationally acclaimed futurist Anders Sörman–Nilsson, is Digilogue – the translational sweet spot, the convergence of the digital and the analogue. A book that will revolutionise how you do business in a digital world, Digilogue provides powerful insights, strategies and tools to help you: • Reconise the technological and behavioural trends driving disruption and get ahead of your competitors • Develop your brand to engage digital minds while connecting with analogue hearts • Identify what to digitize and what not to digitize in your business • Connect more intimately with your customers and forge lasting bonds of loyalty. Your customers’ minds might be digital, but their hearts remain forever analogue. Read Digilogue and find out how tomorrow’s most successful companies are leveraging customers’ digital minds and analogue hearts for killer business results – and how you can too.

About the author ix Acknowledgements xi Prologue xv Introduction xxi Part I: The fighters size each other up 1 1: Digital disruption 3 2: Analogue versus digital 29 3: Bringing the old and the new together 51 4: Digilogue 77 Part II: The battle heats up 97 5: Digital grapevine 99 6: Analogue escapism 117 7: Digital diffusion of ideas 137 8: Analogue location drives digital innovation 157 Part III: Hanging up the gloves and meeting in the middle 173 9: Standing the test of time 175 10: Going digilogue 197 Conclusion 215 Index 217