In the new world, your brands continually receive 4 kinds of shocks:
- A technological shock: Business models are upended by e-commerce, uberization, new entrants
- A generational shock: changes to forms of organization, tele-commuting, horizontality, questioning hierarchies.
- A global shock: the rise of global production, its relationship with distribution and sales, new risks
- A democratic shock: communities, sharing, upward and downward communication, conscious consumers