THE ‘DIGITAL’ TRANSFORMATION IS A MISTAKE

That’s it. I’m done! In the presentation of my services on my LinkedIn profile, I’ve stopped claiming that I accompany brands during their “digital” transformation. This is a mistake and I’m about to explain why.
There is a deep misunderstanding between consumers and brands.
The term “digital transformation” is not neutral in this situation. It can be dangerous because it naturally leads to poor strategic choices. I had the opportunity to talk about this very topic this week.In reality, what we’re dealing with is more like a new societal paradigm.…