Start Up Blog

There is no digital

Posted in entrepreneurship by Steve Sammartino on January 16, 2013

While it is clear that the birth of the omnipresent web has changed our business infrastructure, it’s not clear that most people understand the truth about digital as it pertains to business, brand or startup strategy. Here’s a simple phrase to help remind us:

There is no digital.

There is only ‘life’. We seamlessly move between a variety of technologies in our day. As we have done since the beginning of time with all forms of technology. We don’t have a digital life and an analogue life as much as we don’t have a sitting on a chair life or a sitting on the floor life. A chair is just a piece of technology like the latest shinny thing in our pockets is. And it’s about time we started recognizing that a digital strategy is a flawed one by definition. All that exists is a strategy that makes sense – one which is technology agnostic. One that achieves objectives by considering all of the methods and tools at our disposal.

The days of digital strategy are over. Anyone who doesn’t get digital, doesn’t get strategy. We need start to think again in terms of utility for the audience – it’s only when we focus on their needs that we can ever hope to be a solution in their day.


8 Responses

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  1. Erz Imam said, on January 16, 2013 at 11:45 am

    I’m more scared about is the number of “mobile strategists” that will appear in 2013. This beast will morph from a ‘digital strategist’ into a ‘mobile strategist’ before your very eyes.

    • Steve Sammartino said, on January 16, 2013 at 2:00 pm

      Agree… I fear there will be a few more years of “XYZ Strategists” appearing as the new tools & toys emerge.


  2. Sam Sabey said, on January 16, 2013 at 11:54 am

    All this digital bullshit makes me sad, especially when there are only 10 types of people.

    Sam, @samotage

    • Steve Sammartino said, on January 16, 2013 at 1:59 pm

      Now I’m curious on what the 10 types of people are Sam?


      • James Barnes said, on January 16, 2013 at 3:44 pm

        Those who understand binary and those who don’t

      • Steve Sammartino said, on January 16, 2013 at 4:53 pm

        Not sure we are on the same path James?? – but my call is in relation to strategy…the biz side of things… But I think that is true in marketing media worlds.

      • James Barnes said, on January 16, 2013 at 4:59 pm

        Apologies, I didn’t explain that very well. It’s a very, very old joke left in reply to Sam’s comment. This might shed some light:

  3. Steve Sammartino said, on January 17, 2013 at 8:52 am

    Got it James – great gag that one…


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