Digital Darwinism Doesn't Have A Start Date

Digital Darwinism, the evolution of online services, propositions and systems that will eventually change every industry, is a concept that has been gradually creeping up on most people.

It's the little changes we don't see happening every day that add up to a lot over a short period.

• When did you start relying on Uber (or some other more ethical ride hailing App) to get you home after a late night in the office? 
• When did you start using the term "to Google" rather than just "to search online?"
• When did you start discussing that new Netflix series, as opposed to the regularly scheduled broadcast TV show you used to watch?
• When did you start ordering your household goods on Amazon?
• When did you start playing YouTube videos, rather than play music from your CD collection?

In the end you realise that there's less and less likely that there was a specific date for when you actually started doing these things... it just sort of happened. Or if you are a young person, you don't actually recall a date when many of these things were not the norm.

Evolution isn't a thing that happens to other creatures and people, with digital technologies the best example is happening right now.

The Future of Digital - thoughts Part 3

Further thoughts on the future of Digital, inspired by the Marketing Society's Digital Day 2015.

Q: What steps do you need to take to sustainably capitalise on the potential of digital within your business?

Collect and use data intelligently:
Whatever you do… ensure that you both collect data correctly and then use it in the best way possible to learn more and maximise value. E.g. Amazon, Google and Uber (as well as Scottish Unicorns: FanDuel & Skyscanner) have all built businesses based on interpreting and using data.

Think like a start-up:
With a small and dedicated team with the right combination of skills, experience and effort you can accelerate your digital output. Even the bigger digital-only businesses now buy smaller start-ups because they have the desire combination of product, skills and  intellectual property or just an idea.

Retain the best staff:
Keep the good ones and encourage the average ones to find out what they are good at. The biggest problems are those who have a misplaced sense of entitlement or use their efforts against others rather than as part of a team.

This is the third post on the Future of Digital, the first can be found here , the second can be found here.