Chapter 9
Digitals
The unripe grape, the ripe bunch, the dried. All things are changes, not into nothing, but into that which is not present.
Marcus Aurelius, The Meditations, AD 121–180
Introducing the Digitals
The Digitals are technology-oriented and tend to be growth achievers: their growth aspirations are being achieved, or they are on track to achieve them. When we conducted the preliminary research that led to the Holmes and Gupta (2015) work, we didn’t have any real sight of this tribe. With hindsight we should have, given the enormous shift in the way businesses operate in the Internet and technology-driven world in which we now live. The Digitals are not necessarily seeking to disrupt industries, although they are often innovators ...
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