The example given by the author to illustrate the great divide between the digital and the physical worlds which some companies still struggle to bridge hits home for me. I have came across many such baffling instances myself.
People experience disconnects like this one all the time. Here we are, a quarter century into the digital revolution, yet many companies still agonize over whether to invest significant resources in digital capabilities. Those that have done so tend to run their digital operations as independent business units—the way companies prefer to manage them, as opposed to the way customers expect to use them.
In order to be successful, not just survive, companies have to fuse their digital and physical world. The way their users are already doing.