Mens Et Opera - Reloaded

According to the authors, convergence is the key to reaching customers in the new world of digital communication. If you are like me interested in how digital innovation is transforming businesses at their core, this book is for you.    Convergence is all about breaking down silos to build a more cohesive organisation to respond to the exigencies of the new and empowered customer. The authors make a strong argument against the traditional way of structuring marketing, technology, and creativity.  They no longer must be separate worlds, speaking different languages, using different kinds of talent. For businesses to succeed today, this has to change. Their argument revolves around five fundamental principles: 1.   Customer centricity. Instead of paying lip service to it, the authors actually point out that customer-centricity inevitably lead to disruption. Most organizations are beholden to some age-old organizational chart and not structured around th...

How to help senior management understand the Web and adapt the business, culture, teams and workflows accordingly? No fluff, no theory — just techniques and strategies that worked in practice, and showed results.  This is the brilliance of Boag’s book. I normally find myself skimming business and marketing books, gleaning what I need. But I couldn't just glance at this one. Paul’s book  comes at a great time for me. I am staggered by the number of times I come across extremely obvious cases where a better digital adaptation would bring about superior customer satisfaction and brand loyalty. You see companies still battle with Omni-channel, in-store wi-fi, personalized product information, poor mobile presence, etc. One can think of these issues as just technical inefficiencies that will soon or later be overcome. Here is where Paul hits hard. He argues, that the Digital is fundamentally a cultural change. The hierarchical structure of (large) organisations doesn't si...