I find it amusing that Digital folks can simultaneously pronounce that digital is a complete change in mindset that impacts the entire organisation, while also being upset when people outside the digital department start doing digital without them.
“They are doing it wrong! They don’t get it!”
Maybe. But maybe not.
You can’t use dramatic socio-technical trends to justify your approach but then claim that nobody else is evolving. Where do you think trends come from? Or where they are directed.
“Oh this is just the inevitability digital backlash. We predicted that.”
Yes, didn’t we all.
Once everybody “gets” digital who will we say doesn’t get it? Maybe the ageing digital folks?