{"id":4796,"date":"2022-06-05T08:45:17","date_gmt":"2022-06-05T06:45:17","guid":{"rendered":"https:\/\/staging.alainveuve.ch\/the-not-so-new-digital-economy\/"},"modified":"2026-05-03T07:32:41","modified_gmt":"2026-05-03T05:32:41","slug":"the-not-so-new-digital-economy","status":"publish","type":"post","link":"https:\/\/www.alainveuve.ch\/en\/the-not-so-new-digital-economy\/","title":{"rendered":"The “Not so New Digital Economy”."},"content":{"rendered":"

They are everywhere, the buzzwords of digital transformation: disruption, workplace 4.0, VUCA, AI, new work, digital twin, Internet of Things, cloud and cloud again. Industry 4.0,
\nDigital Mindset and Industrial Revolution 3, 4 and 5. How good we have become at driving the same sow through the village over and over again. And, surprisingly, we don’t really get tired of it either!<\/p>\n

<\/p>\n

Identity-building blah blah blah<\/h4>\n

During a presentation at C-level in a company, I once had the fun of having ten of these buzzwords explained by
\nparticipants. The result was sobering; although everyone knew these terms from somewhere,
\nonly one person from the twelve who took part was able to classify half of the terms just about correctly
\n.<\/p>\n

So why are these buzzwords still so present and popular? I say that because they create an identity in the business world. For all those who still perceive digitalization as a process, as a transition from analogue to digital. As something that still has to happen.<\/p>\n

\"\"<\/p>\n

There are an astonishing number of people in decision-making positions who still perceive “the digital” as something new and therefore as a foreign body, so to speak. And – people who think this way, according to my
\nobservation, use these digitalization buzzwords more often than average. Pay attention to it – as if it were a
\nkind of tribe code in communication.<\/p>\n

“Software-based, what else?”<\/h4>\n

Yet digital as we knew it 10 years ago is no longer new. Quite the opposite:
\nit is the basis from which we start in the company. Software has long been the most important basic infrastructure of every
\ncompany.<\/p>\n

Not “New”<\/h4>\n

And so what we are experiencing here is only “new” for those who still come from a time when not everything was “digital”. Like me, for example. Younger people, my children for example, generally find everything “non-digital” in and on products a bit strange. Nothing will be digitized for this generation.<\/p>\n

Not “Digital”<\/h4>\n

Just because a company uses electricity does not make it an electricity company. It’s exactly the same with digital;
\njust because everything is digital doesn’t make a company a digital or software company.<\/p>\n

The question is not “what can we digitize?”<\/h4>\n

After all, the question is no longer what could or should be digitized. No, the basis on which
\nwe start is digital. In a business context, anything else means standing still – and as we all know, standing still is
\na step backwards.<\/p>\n

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