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...