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Marketing Leaders Book Club: Digital Darwinism 2nd Edition

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"There are a lot of companies that need to get excited about technology. They need to embrace it and think of it in a much more profound and existential way" Tom Goodwin told us in our book club podcast, after the launch of Digital Darwinism's first edition. 

digital darwinism

In a way, not much has changed. But everything has changed. Tom is still the quintessential digital disrupter, but he is back with an entirely revised new edition of Digital Darwinism. 

Tom himself has admitted that his book was borne out of a fair amount of anger and frustration. While he acknowledges that not every company is "screwed" by technology or needs to change, he wants less caution and more excitement about what it can offer.

But it's not all bad news. In fact, the book offers a sense of optimism about the future. 

"Digital Darwinism can be a threatening concept, but Tom Goodwin's advice is refreshingly optimistic: don't wait for the perfect moment - embrace change before you have to, change often, focus on possibilities rather than threats and act with common sense and urgency. Whether you're building a start-up or transforming an established legacy brand, you'll find value in Goodwin's perspective."

โ€•Jeff Dailey, CEO, Farmers Insurance

Digital Darwinism guides its reader through the unrelenting pace of change and uncertainty we see in the industry today. Due to the clashing and collaboration of the real and digital worlds, we're seeing a hybrid space that is expected to work perfectly and seamlessly, but often doesn't. 

Why Digital Darwinism is Vital for Any Modern Marketer

Digital Darwinism isn't all about the strongest, fittest, wealthiest business. Nor the one with the strongest, most jacked C-suite. 

It is basically all about being active and proficient in immediately adjusting to the changing global marketplace. Companies can stay competitive by being active, by putting innovation and a willingness to change at the forefront of their strategy. 

This can also be aided by a company looking away from accepted parameters and towards new approaches. 

So, what are three lessons the reader can take away from this book? Well:

  1. Avoid the Heathrow Airport business model. Heathrow is in an area which makes it difficult to manoeuvre planes. It would have made sense for them to move to a new location. however, they have spent time and money, lots of time and money, trying to make a failing idea work. Many businesses continue to fall into this trap.
  2. The traditional definition of disruption is wrong. According to Harvard Business School academician, Clayton Christensen, disruption in the business world occurs when a new company comes with new tech and offers a lower cost of service that the older companies cannot compete with. Tom disagrees. He suggests that new business models like Uber and Airbnb do not offer lower prices, just better customer service and experience. 
  3. Digital integration needs more than lip service. Disrupting your industry doesn't mean you have to be a new business. You can do it in four ways; self-disruption, continual reinvention, measured bets, and hedge bets. 

About the Author

Tom's approach to the industry has been unique, in his ability to quickly see the power of technologies, and the need to harness it to propel businesses further.

Tom Goodwin may be a ground-breaking author, speaker and consultant, but he refuses to take too much credit. Tom has rejected the moniker of "influencer" or "guru" and instead chooses to concentrate on the job at hand. That is, guiding people and brands through the implementation of new and emerging innovations, and commenting on all these futures and insights.

His first enterprise was co-founded in 2017, named "Interesting People, Interesting Times". This events and podcast company was developed on Tom's own vision of changing the future of the corporate conference, making them a more engaging experience for attendants.

Then, he went on to co-found "Interesting Speakers", with a similar vision of improving corporate events by providing quality speakers.

His most recent project was founded in 2020 - "All We Have Is Now". This is a consultancy firm that helps clients with business transformation and innovation, helping them to solve pressing issues, and embrace new technologies.

Tom also frequently speaks all around the world at conferences (like AntiConLX Global) and to clients about their own business transformations, as well as tech disruption, innovation in advertising, and the future of industries such as entertainment, retail, and mobility.

Tom has called this time "the most interesting time in the world" and utilises his expertise to ensure businesses take full advantage of it.

Credentials

  • Studied at the University of Sheffield- first attaining a BA in Architecture and then a subsequent Master's degree in Structural Engineering
  • Co-founder of New York event, Interesting People, Interesting Times
  • Bestselling author of the ground-breaking book, Digital Darwinism
  • Speaker, author and consultant for com
  • EVP, Head of Innovation at Zenith Media
  • Founder of All We Have Is Now 
  • Co-Founder of Interesting Speakers 
  • Head of Futures and Insight at Publicis Group 
  • Head of Innovation for Zenith Media 
  • Author of Digital Dwarfism
  • Voted #1 Voice in Marketing on Linkedin 
  • Named one of the 30 People to Follow on Twitter by Business Insider 
  • Named a 'Must Follow' by Fast Company 
  • Named one of the Top Two People in Advertising by Fast Company 

Fun facts

  • Tom has worked for renowned clients, such as FOX, Nestle, Nokia, Emirates, Microsoft, BMW and many more!
  • Tom has (to date) over 600,000 followers on Linkedin!
  • Tom was a guest to our Marketing & Tech Book Club, chatting about his book Digital Darwinism!

Top Takeaways

  1. Digital Darwinism is about getting accustomed to a transforming world and having a willingness to make necessary changes.
  2. The history of revolution around electricity, computers, and digitalization discloses understandings into the present internet age.
  3. To begin your own disruption you must look outside the outer layers of your business.
  4. There are four methods to change your business; however, a lot of people are failing to be innovative.
  5. In planning for the future, we can expect more seamless online transactions that lead to questions about privacy.
  6. Conquer digital disappointments by understanding the distinction between buying and shopping and concentrating on people, not technology.

Link to purchase page

Purchase Digital Darwinism on Amazon or Audible

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