Brian Solis, Principle Analyst at Altimeter Group,  posted this amazing “Wheel of Disruption” in a recent article. While it may be full of buzzwords, we cannot deny that digital technologies are impacting our customer’s behavior already today and even more so in the future. And businesses need to respond to these changes if they want to remain competitive. Brian interviewed over 20 strategists from leading global companies to find out how they are changing in light of this. Very interesting to hear that most felt that the way to adapt to this transformation was not only through investing in new technologies. But to adapting to the behaviours of customers and employees. At the end of the day is it about “creating a culture of adapation and innovation” in your business. And that is something us in marketing communications also have a large role to play in.