Authors: Eric Schmidt and Jared Cohen
Publisher: John Murray
Reviewer: Chris Pearce, MD, TMW
This breathtaking book sets out to predict what kind of world we will have to do business in when some eight billion people are connected. As well as addressing the potential gains in areas such as productivity, health and education, it also quite rightly looks at the ‘dark side’ to unlimited connectivity, tackling topics such as privacy, freedom and revolution.
But what inspiration can be gleaned for the marketing industry and more specifically B2B marketing? At its most basic level, the book’s prediction of a world where all citizens are connected offers a huge opportunity for anyone working in marketing. The possibility of reaching audiences in even the most remote parts of the world becomes a reality that the most savvy marketers will begin to consider.
A recurring theme in the book is how digital innovation will help drive efficiency. Not just in how we conduct business but in the mechanics of our physical world. Some of my particular favourites include instant language translation, virtual reality interactions and real time collective editing. While the authors acknowledge that we will never completely overcome cultural nuances and time zone differences, the ability to engage with customers in disparate locations, with near total comprehension on shared platforms will reshape how firms and organisations interact with partners, clients and each other.
They go on to make interesting observations about an increasingly disaggregated supply chain, not just on the production side but also with respect to sales teams. This will be particularly evident as visa restrictions and money transfer hurdles are overcome by technological breakthrough.
The most valuable lesson that any B2B marketer can take from this book is the essential need to keep up with new technologies, as these will continue to impact on society. Understanding and accepting change will be fundamental to achieving business success today.
Star Rating:
