1. Summarize the key topic(s) covered in the chapter you have chosen (2 - 3 paragraphs)
Chapter 6: EZ Answers
There are a few topics covered in this chapter and they can be summarized as three words;
Evolution, Questions, Confusion.
Evolution – We can often take for granted how far we have come in such a short period of time.
From the Industrial Revolution in 1760 till 2020, 260 years of continuous change has happened.
Every producer only considered its continent as a potential market for their item, but global
expansion and the Internet has allowed for new paths. We have the ability to tailor the right
message, to the right people at the right time. This mentality can be applied to products, services
or even employment. The idea that “word travels” is an old adage that meant people physically
talking to each other about how good or bad they feel about a product, brand or company. I think
transfers very well to the Internet. When people talk about your “brand” through online reviews
they can convey the same message, but to hundreds of thousands with a simple click. Therefore,
I think we need to make sure that we are very buttoned down at every point of interaction that
consumers have with our brand/product/company.
Questions – It’s very easy to get caught in a continuous flow of questions, when experiencing
something new. We often sometimes ask a lot of questions about the unknowns and wait for
answers, or look for logical ways to explains things. These questions can come from fear or
curiosity but it doesn’t really matter, because we just want the answers. We need to remember
that answers or solutions are a result of conversation. Through genuine dialog and respectful
meaningful conversations, we can push through the unknown and learn along the way. There will
always be conversations, because there always be questions.
Confusion – Now more than ever we have information being shared and easily available
everywhere. There are apps, books, seminars, webinars that offer to simply “x” for you to achieve
“y”. It’s very easy to get carried away in the pursuit of answers, and forget about the execution.
It’s okay to get help and seek advice, but at some point you need to jump in, execute and learn
along the way. As you go on this journey, be true to your vision, your goal and get started.
2. What behaviour is being described in this chapter? how is that behaviour reflected in the digital
world we see today? (2 - 3 paragraphs)
The behaviour being described in this chapter is action. While learning, conversations and
questions are all very important, the activity of action and execution is what matters most. You
don’t necessarily have to be right the first you do something, in fact very few are, but being first to
learn, understand and share is the true value.
This behaviour is magnified in the digital world, because access to new information is changing
incredibly rapidly and being able to adapt to those movements is important. Being nimble and
quick to pivot in this new world will bring you more success vs slow to change.
3. Did a behaviour change occur? What was the catalyst to the change? (2 - 3 paragraphs)
I would say that a behaviour change did occur. As time as moved on from the Industrial
Revolution to today, we have needed to act quicker than the generation before us. We have had
to modify how we do things because changing circumstances as a result of the world has brought
us to that junction. Take Covid-19 as an example, we have had to adapt to new ways of working
remotely, which otherwise would not have happened. Productivity has been the same if not better
from those working at home and this will prompt new changes and decisions to be made about
how we work and where we work.
4. How did/might social media play a role in the behaviour shift? Why or why not? (1 - 2 paragraphs)
Social Media will always play a role in these behaviour shifts. It is the quickest way to share
information with billions of people and therefore will most efficiently share your message when
necessary. The world can rally being various ideologies or events and those result in major
actions being taken, they bring awareness to those who act and that theme continues to spiral.
5. In what ways do digital brands or organizations manage or address the behaviour today? (1 2 paragraphs)
Every digital brand or organization has to act first and fast. In this age of social media, when one
brand shares a message and we see another brand react or reply quickly it’s because the window
of opportunity if not acted upon, will disappear and no longer be relevant. As brands continue to
fight for space in our minds, these quick things acts and tactic keep them at the forefront of
consumers buying and decision patterns.
6. In your opinion, was/were the author(s) correct in their assumption about the impending
behavioural shift? (2 - 3 paragraphs)
Yes. They were correct that change is only possible when we act quickly. We do not live in a
society where we give up all control, we are the change makers. It may take time, but through
conversation and dialog, we are the reason for actions being taken. We sometimes forget that we
have the power to influence decisions and therefore we should remember that we can effect
change. We make decisions with our dollar and should remember that as we continue to work
together for a better future for everyone.