Whether your organisation has a burning platform for change, or times are good and you've become complacent, change doesn't need your permission. Take your eyes off the digital changes that are happening in the world for just a second and change will leave you behind. Yet in our rush to change business models to react to the digitizing world, too many of us focus on the digital bling and forget about the analogue thing.
Today, we are hyperlinked, interconnected and linkedin 24/7/365, and in many ways our minds have become decidedly digital. Yet, our hearts are still firmly analogue. How do you as a brand provide value to and connect with both? Here is how...
When we're not selling as much as before too many of us decide to throw all our dice on digital duplication and forget about the unique analogue experience we used to provide to our clients. We've always had the 'wow' face to face factor, but if we don't remember our analogue stories, we'll become ancient history. We have to remember that a computer interface can never really replace a human face.
The digital mind craves convenience, immediacy, comparisons and information that runs continuously 24/7/365. Yet the analogue heart wants emotion, inspiration, interaction and meaning. The analogue heart wants to be taken to another world, where old is new again.
Already, book pages that used to be turned by hand, are now turned with a swipe. Newspapers delivered to a doorstep are now delivered to a browser. Entertainment has gone digital and while we used to pay with analogue cash from our wallets we now pay with a digital wallet. Relationships that used to be face to face are increasingly becoming screen to screen and Generation Z are born digital. In these digitally disrupted times, how do you as a brand ensure that you don't start trading analogue dollars for digital pennies?
Your business is either growing, maturing, reviving or dying and Digital Darwinism is speeding up your fate. If your product or service can be digitised, it will be digitised, and you will be digitally disintermediated. If you're a a sales professional - a broker, an agent, a connector, a middleman or woman - you must start providing world class value to digital minds, and connecting deeply and meaningfully with analogue hearts. The strategic response to digital disruption is neither to go purely digital nor purely analogue - instead we must become digilogue.
It's clicks and bricks. It's digital minds and analogue hearts. It's your digitised self on Nike+, it's eBay's concept store in NYC, it's Apple's online educational platforms and offline concierge, it's Umpqua's retail banking, it's Google's analogue vouchers promoting digital advertising, it's Xerox' variable data and digital print, and it's TED's digital distribution of analogue 'Ideas Worth Spreading'.
Digilogue strategies will enable you to reclaim market share that's been lost to the disruptors, to amplify your analogue brand equity digitally, and to remain relevant and resilient beyond this digital paradigm shift.
Enquire about Anders' availability to speak at your next conference on the Digilogue Future as your futurist keynote speaker.
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