The New Normal

by Peter Hinssen

Peter Hinssen’s second book, The New Normal (2010), describes the idea of the New Normal, a concept that states we are now halfway the digital revolution. And although we have already gone through a lot of changes, what lies ahead of us is will be even more challenging. The past 25 years were about technology getting into the hands of consumers. The next 25 years will see consumers, young and old, making technology part of everyday life. Digital has become the New Normal, and this will have an enormous impact on the way companies organize their communications with customers and the way they have to be organized internally.

In The New Normal Peter presents how companies may address a society without digital limits. Quite poignantly, Peter points out that organizations are increasingly faced with customers and consumers who no longer tolerate limitations in terms of pricing, timing, patience, depth, privacy, convenience, intelligence. A number of new rules will apply in the New Normal. Consumers will have zero tolerance for digital failure. They will expect to get internet access anytime, anyplace. Internet and connectivity will be just as ubiquitous as electricity. Consumers will demand fulfillment of their information needs instantaneously. The effect on companies will be tremendous. They were just getting used to coping with an 24 hour economy, and now they will have to cope with the ‘experience economy’: customers will demand interaction with providers of services and products on their conditions. They will expect the digital user experience to be easy and interesting. Every interaction with a customer must be viewed as a ‘make or break’ moment for the relationship with the customer. IT departments too will have to adopt a new way of working. They will have to react more flexible to the demands of the business side of the company. IT-departments were used to build big systems, now they will have to create small, flexible structures that can be adapted quickly. They no longer have to build pyramids, they must put up tents instead. In The New Normal, Peter Hinssen looks at the way companies have to adapt their information strategy, their technology strategy, their innovation strategy and the way they are organized internally. This book is an interesting read for any manager who is concerned with the future of his company as it is hit by the digital revolution.

Genres: Business, Nonfiction, Technology, Society, Economics, Management

285 pages, Kindle Edition

First published September 30, 2010

Reviews

[Martin · Rating 3 out of 5]

At first, I don't like much the price (approx $50 for those 200 pages) and the "super nice expensive glossy paper", which has bad readability, especially with train lamps (too many reflections).

I like those bright sketchy images. Nice support for the language the book is written. My IT colleagues (I'm also IT) are afraid that directors of board will be too crazy about new high tech after reading this book. But I think, that this book is able to tell that company CEOs and directors with their language, how to catch the tech train. Times have changed, people have quicker internet at home than in their office, they have mobile with more power in their pocket then office notebook on a table.

IT guys knows about that new world. But you cannot change whole company from bottom to top. You need the help from the top. And this book can help your top directors to understand, what to do not to miss the digi era.

I like the idea on the end of the book - run, win, change. What to do to be able run with others. What to do to win in your segment. And winners - they are changing segment for them. They are making own rules.

[Bram · Rating 1 out of 5]

Content of very low quality. Many, many, many mistakes and bad examples.
- One chapter explains that customers do not accept mistakes in the new world; the next chapter explains that "good enough" is sufficient.
- The explanation on sample rate on MP3 is utterly wrong.
- His vision on speed versus exactness is based on a false dichotomy.
- Surprised to read that business processes are considered to be static and that middleware contains intelligence.
- Explanation on Einstein and quantum theory not entirely correct. As a matter of a fact, it is not even clear why the author starts speaking about quantum mechanics.
- You can't install a document on a smartphone (duh)
- You can't send a gmail (duh)
- ...

His book on Business/IT Fusion is better, fortunately.

[Martin · Rating 5 out of 5]

Great book at the time of publication. With hindsight, I can say it gave a pretty good prediction of what was going to happen in the next 5 years.

[Ludo · Rating 3 out of 5]

Well written and a nice enough recapitulation of some current trends in IT and how technology is shaping the world we know. It is more of a 'get a feel for the topic' book than an 'in-depth philosophical essay'. The suggestions - for how to deal with this new trend in IT and challenge for the IT department - are rather limited. But in all: a good read. The chapter on 'total accountability' might fuel the discussion on the pervasiveness of wanting to measure everything. I personally think that this can lead to the 'death' of the subject (in a psychological 'sense') which might exacerbate current problems on the workfloor like stress, aggression etc...some re-thinking and prudency is advisable.

[Niels Bergervoet · Rating 3 out of 5]

Peter Hinssen weet veel van wat er gebeurt in silicon valley en de wereld van technologische vooruitgang. Hij schetst helder de grote lijnen en heeft het vaak bij het juiste eind. Maar als technoloog/futuroloog zit hij er soms ook wat naast. En je begint nu te merken dat een boek over nieuwe technologie een korte levensduur heeft. Zes jaar na publicatie begint heg behoordlijk verouderd aan te voelen.

[Robert Chapman · Rating 5 out of 5]

I loved this book, it flowed really well for an easy and enjoyable read. The thoughts presented in the book are very valuable in terms of understanding the shift in thinking related to the impact of digital devices and advances in technology.

[Kristof · Rating 4 out of 5]

Duidelijk en down-to-earth boek met interessante inzichten over hoe de digitale wereld geevolueerd is en nu meer en meer in ons leven zal vergroeien. Hoe kan een bedrijf hierop reageren en welke effecten zal dit hebben.

Aanrader

[Daniel · Rating 4 out of 5]

In the digital world, we have cross the half-point and Peter explores the new limits. I read that book without interruption and found it an eye-opener

[Laurie · Rating 3 out of 5]

Solid commentary on the impact of mobility and IT consumerization. Not much new insight relative to existing information.

[Matthieu · Rating 4 out of 5]

Verhelderend en interessante kijk op de digitalisering. Groot pluspunt: duidelijk gestructureerd en mooi vormgegeven boek.

[Mikaël · Rating 3 out of 5]

Het was me net iets teveel op bedrijven gericht. Los daarvan geeft het een goed overzicht van de drijvende krachten in de digitale wereld en de gevolgen daarvan.

[Elie De Brauwer · Rating 5 out of 5]

Very interesting book, a very beautiful book too. I especially found the section on the T-shaped vs I-shaped profiles the most interesting of this book.