Customers' expectations continue to grow. They want instant, convenient, personalized, customized, predicted, recommended, rewarded and private. They want their own curated lifestyle mirrored back to them. They want control. They want mobile and fast. They desire digital experiences that are simple, consistent, beautiful and elegant. They want massive quantities of information – but in bite size quantities. They want to manage their lives from a smart phone anywhere at any time. The want to work from a coffee shop and be 100% productive.
Most of the world has already embraced the digital revolution. Our lives and behaviors are changing. The way we think and act are evolving as we integrate digital tools into our habits and processes. We constantly reach for our second brains (i.e. Wikipedia, search engines, apps) to access all of the information needed to both survive and thrive in the digital age. Our memories have been altered. We remember how to find information, rather than knowing the information itself.
These changes are rapidly impacting marketplaces, industries and even global economies. We use our smartphones for everything from meeting romantic partners, finding jobs, investing our money, ordering food, finding a ride, remembering to breathe, paying the water bill, monitoring our health, analyzing our DNA and even finding and buying our homes.
John Boyd, a renowned military strategist, taught that life is a process of adaptation, and that winners/survivors will find ways to exploit change and to adapt to it in order to survive and win. He taught that adapting and winning requires three things:
- People - must be trained to think, and act in ways conducive to winning in their environment
- Ideas - learn ideas (doctrines, strategies and tactics) conducive to winning in their environment
- Things - utilize the best technologies, equipment, materials, design, etc. available to exploit change and win
