The Stack Archive

Get the views of a “digital anthropologist” on how digital disruption is changing business and people

Fri 6 Jun 2014

This article by the said digital anthropologist Brian Solis at the Altimeter Group  is actiually titled “Digital disruption is changing business, but technology isn’t the only answer”. The more interesting aspect though is about how digital disruption is changing people’s behaviour – people being customers and employees.

“One of the most interesting things I found in this research is that you and I get the fact that technology is affecting us in varying ways. Yet, when we actually go to work, we become part of the machine that conducts business as usual, still seeing people the way they’ve always been. It’s almost as if we plug into a code of doing things a certain way because that’s just the way it is or the way it’s always been done.

But changes agents see this as exactly the moment when we start asking why: Why is that okay? Why is this the standard? Why are we continuing to reach out to people in ways that were representative of “then” not “now?”

They’re seeking answers to “what if” What if we did things differently? What if we saw customers for who they are and who they’re becoming, not who they were?”


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