Tom Goodwin - Digital Darwinism: Survival of the Fittest in the Age of Business Disruption

A fascinating dip into a disruptive future. Dylan Jones, Editor,GQ

This finally answered many questions about innovation which have long haunted me not least why most large companies are typically so bad at it. Its one of those rare books that is worth reading twice. Rory Sutherland, Vice Chairman, Ogilvy & Mather Group, and TED speaker

In a cacophony of voices calling for an immediate digital revolution, how reassuring to hear one advocating a more nuanced and balanced path forward for your business. How refreshing to have an author parting the weeds of digital transformation, offering homespun, achievable suggestions and solutions for your company.

The digital world is littered with a baffling array of jargon and acronyms. Goodwin cuts through the gobbledygook to offer down-to-earth, practical advice for transforming your business. Digital Darwinism reassures you that futurizing your company doesnt mean you need to be the next Uber or Amazon of anything. Among the multiple platinum nuggets in this book, the most valuable takeaway is that change must be at the core of your business, not at the edges. Digitally transform your business? First change the way you think about change. Adam Najberg, Head of Digital Media, Alibaba; formerly Digital Editor,The Wall Street Journal Asia

In Digital Darwinism, Goodwin presents a thoughtful canvas of digital wisdom, covering the past, present and future with smart illustrative examples. Its a great map of the entire digital landscape, sprinkled with invaluable insights to act upon. Stefan Olander, former Vice President, Global Digital Innovation, Nike

The future does not fit in the containers or mindsets of the past. This book persuades, provokes and points to ways to rethink your business. Society, business and life are being disrupted by a revolutionary stage of evolution: Digital Darwinism. This book provides ways to thrive in the new environment. Rishad Tobaccowala, transformation expert, speaker and writer, and Chief Growth Officer and member of the Management Committee, Publicis Groupe

Goodwin delivers what he promises in his preface: the book is wildly irritating and inspiring at the same time. It is a passionate cry for more common sense in corporate decision making. The examples he provides demonstrate how little companies have embraced the digital age. Goodwin rightly questions the attempts from corporations to overcome disruption and ambiguity in the digital age either by better planning or by minor adjustments to business models and strategies that were developed in a bygone era of stability, linearity and predictability. He reminds us that a flexible response is the only answer to massively changing corporate environments and that entrepreneurship means maximizing opportunities and overcoming obstacles instead of minimizing risks. An overdue book. Uwe Ellinghaus, former Global Chief Marketing Officer, Cadillac

Digital Darwinism is a must-read for both legacy brands and ambitious start-ups, arming business leaders with clear strategies to navigate disruption, unlock growth and prepare for the future. A bold and provocative thinker, Tom Goodwin brings a fresh approach and a much-needed reminder that you have to think differently in order to win in todays global digital economy. Stefan Larsson, former CEO, Ralph Lauren

Tom Goodwin sees organizations facing a Darwinian battle for survival, given the pace of technical change. Thats familiar ground. Whats so refreshing is his notion that empathy will be crucial in that battle that businesses that put people first are most likely to stay the right side of the chaos. Mark Jones, Commissioning Editor, theWorld Economic Forum Agenda; formerly Global Editor, Networked Journalism, and Global Communities Editor, Reuters News

Tom Goodwin shows how Darwinian success depends not on ruthlessness but on learning how to play well with others. Douglas Rushkoff, author,Throwing Rocks at the Google Bus

Goodwin is the right kind of futurist: hes a history geek at heart, and recognizes that innovation doesnt happen in a vacuum. Context is king, and theres plenty of that in this intelligently constructed book. Paul Kemp-Robertson, Co-founder,Contagious

If you ever wondered if and how you and your organization could survive and grow in todays disruptive environment this is the book for you. This beautifully written book offers an informative and insightful description of the age of disruption, the need for a paradigm shift in our thinking and practical guidelines for survival and growth. Enjoy, learn and apply. Jerry Wind, The Lauder Professor Emeritus of Marketing, The Wharton School, University of Pennsylvania

Today the words disruption and innovation are plastered everywhere. Weve become numb to them, lost in a sea of information. The future is here yet it is understood unequally. With Digital Darwinism, Tom Goodwin uses his unique combination of passion, empathy and audacity to give us all an equal understanding of the future as it bowls over us. John Winsor, thinker, advisor and entrepreneur building platforms in the marketing, media and innovation industries, and Founder and CEO, Open Assembly

Survival of the fittest in the age of business disruption

TOM GOODWIN

Publishers note

Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publisher and author cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or the author.

First published in Great Britain and the United States in 2018 by Kogan Page Limited

Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses:

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Tom Goodwin, 2018

The right of Tom Goodwin to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988.

ISBN 978 0 7494 8228 2

E-ISBN 978 0 7494 8229 9

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Print production managed by Jellyfish

Printed and bound by CPI Group (UK) Ltd, Croydon, CR0 4YY

Welcome to my first book.