Review: Maybe you have heard about digitalisation? Apparently, it’s something big. But what is it, what does it do, and how will it affect our lives? And why should you read Digital Darwinism instead of all the other books on the topic? Digital Darwinism avoids the usual pitfall of either praising or damning new technologies. In fact, author Tom Goodwin makes a point how this is completely irrelevant. Digitalisation is not about better WiFi chips, or better data storage. It’s about people. People that find new ways to interact with technology. Benefits, not features Digital Darwinism is a rather provocative book, revealing most ideas we have about digitalisation as misconceptions. Most companies define it as taking their old products and try to internet ‘em up somehow. They would be better off trying to find new and creative ways to fulfill customers’ needs. The emergence of Chief Digital Officers in executive boards actually is a sign that companies don’t fully embrace digitalisation yet. Instead of a transformative force that penetrates all functions and business segments, digitalisation is treated as an attachment, bolted on to the old stuff. An interesting question Digital Darwinism raises is “How would your business look like,…