You have implemented a bunch of new technologies, learned how to perfectly collect and process big data, quickly respond to changes in the market, and even use artificial intelligence in your company. It would seem that you can breathe a sigh of relief: your business will remain afloat for a long time. Have you forgotten anything? Whatever this world may be, you must not fall into “digital” euphoria and discount the most important thing - people and their emotions.

Rishad Tobakkovala, who stood at the origins of digital marketing, warns: “cold” numbers should not create a “cold” culture. A completely “spreadsheet” way of doing business with weak human interaction reduces the company’s ability to introduce breakthrough innovations, because emotionally depressed employees cannot think freely and creatively.

The author offers a set of methods and practices that allow you to combine technology and humanity and thereby create additional value for the business. Its tools are suitable for companies in a wide range of industries - from Walmart and IBM to Starbucks, Domino's, Netflix and Google. The book contains many striking examples that clearly illustrate the outstanding results of applying his methodology.

This book reminds us: our world is saturated with digital technologies and devices, but the same living beings live in it - we, people.