If we were to believe the hype, online and offline, then it would be natural to conclude that the greatest threat to running a successful and sustainable business is the failure to remain in touch with the leading edge of digital developments.
An entire digital industry has grown up over the last twenty years. An industry preoccupied with all things digital: new business models, social media, search engine optimisation, search engine management, video, platforms, mooches and so forth. These are all fantastic tools that can give our business and our marketing a serious competitive advantage. However, that is not the whole picture. In fact, it is a distortion.