The core insight

Digital is beyond the mainstream; it's a pervasive layer connecting all markets, customers, and business activities. You should treat it like finance or supply chain as a normal, integrated activity that doesn't require specific and extraordinary investment.

The discussion

Around 2012, I started trying to explain to my various customers how digital was nothing weird or special anymore. There was no magical rule to uncover, no weird and exotic skill sets to be effective. Whether you dealing with strategy, your competition, or simply your brand and marketing, digital was just business as usual. Your customers weren't clustered in analog markets on one side and digital markets on the other side. They were already the same customers.