[Paper] Digital Isn't Working (Yet)

Title: Digital isn’t Working (Yet): Why making things for people in a hyper-connected world requires a new kind of organizational thinking

Author(s): Ian Fitzpatrick, Erik Pelletier

Abstract: "The challenges of 'doing digital well' continue to come into focus: it transcends traditional marketing challenges and represents a new kind of organizational imperative. How do we create brand experiences in a world where digital and physical are intersecting? What role does content play in the digital order, and where will it come from? How can organizations find business value in social channels and operate at the pace of culture? How do new flavors and sources of data inform new kinds of thinking about the ROI of the experiences, products and services that flow into the marketplace?

In 'Digital isn't Working (Yet)', we introduce a perspective on how organizations can begin to meet these challenges and holistically leverage digital throughout their operations to build products, services and experiences in service of a connected user. This informs a mindset that shapes approaches to disciplines as disparate as design, analytics and brand storytelling. Told with abundant examples and annotated links, the paper is the beginning of a larger conversation about opportunities to design for users and networks, not just audiences."

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