We are seeing one of the most profound shifts in the history of the modern human race, as technology enables totally different relationships to exist.  Whether this is between family and friends, manufacturers and consumers, retailers and shoppers, or governments and citizens, technology is fundamentally changing the way we communicate…and the way we will communicate in the future.  As we move from computer to mobile and hard drive to cloud; as new technologies emerge to change the way we interact, so this is forcing major change in how when, and where we communicate.

Let’s look at the retail industry as a start.  The huge upsurge in on line shopping is just one example of the shift that is happening.  But at the same time retailers are recognizing that the future is about relationships with their shoppers – two way relationships that allow shoppers to interact with retailers over a variety of mechanisms that will allow retailers to personalize their offers to shoppers.  The move is away from broad brush advertising on TV and towards personalized communication over a variety of devices.

So what does this mean to leaders?

1.      Understand the impact technology is having and will have on your industry – don’t be a luddite

2.      Embrace the technology – encourage your teams to use it

3.      Start playing – try out different ideas, different mechanisms, different media

4.      Recognise that data will be your most valuable asset.  Use it wisely, guard it

5.      Don’t put all your eggs in one basket.  Who knows what the future will bring

6.      Develop a long term vision for your organization and your industry

7.      Play yourself – get into social media