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...