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Don't Throw Out the Analogue Baby with the Digital Bathwater

New Book Urges Businesses Not To “Throw Out the Analogue Baby with the Digital Bathwater”

In a world of connection with consumers through increasing digital media channels, businesses are struggling to decipher the best way to retain their audience base and sustain business. With many rushing to embrace customers’ digital minds, are businesses ignoring an equally valuable asset: their analogue hearts?

Global futurist, innovation strategist, and keynote speaker at TEDx, Anders Sorman-Nilsson (LLB / EMBA) says that digital disruption will upend all industries in the near future; however we cannot simply throw the analogue baby (our sense of tradition, brand equity, and profitable channel communications) out with the digital bathwater.

In his new book, “Digilogue: How to win the digital minds and analogue hearts of tomorrow’s customer”, Anders reveals his well researched secrets to sustaining business in this ever-changing and rapidly evolving world. The book showcases how both future-oriented, global, big Fortune 500s all the way down to a small 4th generation bricks and mortar menswear retailer, can meet the challenges of digital disruption.

Having helped executives and leaders on four continents to map, prepare and strategise for foreseeable and unpredictable futures, Anders is in an extremely unique position to advise in this space. His client list includes major global brands such as Apple, Johnson & Johnson, Eli Lilly, Cisco, IBM, Xerox and Commonwealth Bank, as well as his mum’s local bricks and mortar menswear shop in Sweden.

“Many people panic once they sense their business is being digitally disrupted and seek to abandon all of their previous analogue practices and jump head first into the digital minefield. Or they stick to nostalgia. What they often fail to consider is whether a digital strategy is right for them and whether the abandonment of the analogue could alienate and push away current clients,” says Anders.

“What is absolutely key is to find the translational sweet spot between the digital and the analogue – the Digilogue,” continues Anders.

The book is designed to help transform how business is conducted in a digital world. Digilogue provides powerful insights, strategies and practical tools to help businesses to:
1. Recognise the technological and behavioural trends driving disruption so they can get ahead of competitors.
2. Develop brands that engage consumers’ digital minds whilst connecting with their analogue hearts.
3. Identify what to digitise and what not to digitise in business.
4. Connect more intimately with customers and forge lasting bonds of loyalty.

Anders points out that digital strategies are ideal for attracting new business while analogue tools are essential for client retention.

He believes companies like Dell have taken digital too far by completely digitising their business model and have alienated consumers in the process. Apple in comparison has continued to establish bricks and mortar stores as well as their digital presence, and is enjoying endured success as a result - appealing to both the digital minds and analogue hearts of consumers globally.

Drawing on case studies, Anders offers no-nonsense advice for any business, leader or organisation on how to conduct business in our ever changing digital world. The book also offers readers step-by-step recommendations and a Digilogue Strategy Map on how to chart their future and effectively “digilogue” their business.

John Sculley, Former Apple CEO has endorsed the book saying, “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.”

Seth Godin, author of Unleashing the Idea Virus says: “Well-researched, deeply insightful and incredibly useful. Not a how-to, a what’s next.”

“Digilogue: How to Win the Digital Minds and Analogue Hearts of Tomorrow’s Customer” is published by Wiley and available in bookstores across the country and through Anders Sorman-Nilsson’s website and RRP $27.95.


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