The digital business landscape

My name is Uri Baruchin, I’m a strategy consultant. I have worked in some of the world’s top brand agencies, namely Siegel+Gale, and I was head of strategy at the partners in the years leading to the super union merger. Unlike many other consultants, I work both with business to business and business to customer brands. So Nestlé and Sony on one hand, Bain & Company and Deloitte on the other, very different. I’ve done pasta for the Italians, vodka for the Russians and Islamic banking in the gulf countries. So, I think that, I mean the the interesting thing about how digital has changed and it still is changing, and I should probably mention that I mean I come from digital.

I started my career in digital in the early days of the new media scene in Tel Aviv before I moved to London and I’ve been connected since 1993. So I’ve actually experienced the internet before the web was the dominant part of the internet and I think what is really changing is that increasingly, digital is ubiquitous. So you’re no longer going to talk about it as digital landscape, digital economy. The economy is digital, the the landscape is digital, everything is digital. The digital and physical are now in constant flux, they are embedded in each other.

So in every thinking, you know, it’s like there’s no such thing as digital first thinking, because thinking has to be digital first just by the nature of how markets work nowadays and I think that is the key change. So it’s increasingly becoming less about the hype, it’s all about digital. All you need is digital and just understanding that, that digital is just something that is going to be closely interconnected and embedded in every side of your business.