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Book Review: The End of Business As Usual: Rewire the Way You Work in the Consumer Revolution by Brain Solis

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Brian Solis’ The End of Business as Usual is crucially important for individuals who live in our new digital culture. Digitalization has completely revolutionized how we live and do business. Nothing is as it was even a few years ago. Because of this, it is difficult for many people to keep up with the new culture that is evolving around them.

We are suffering from information overload in our businesses and lives. We are always plugged in to cell phones, computers, tablets, and other social media devices. Some of us prefer to communicate through these social devices rather through face-to-face interaction. Some of us are defined by the number of tweets we receive every day. And businesses are not exempt from this either. In fact, it is difficult to run a business without being part of what Solis calls the Digital Darwinism that surrounds us.

The difficulty with being plugged in all the time is that we are not conditioned for this kind of social networking 24/7. We know many individuals only through computers, tablets, and other digital devices. We are content to communicate without face-to-face interactions. This type of introverted socializing is very unhealthy for us. We are social creatures who need human contact and interaction. Being in front of a computer screen and digital device is stifling our social natures and making many of us depressed and lonely. And this should not occur.

Solis’ book will be relevant to individuals and business people alike who struggle to understand their new digital world. The important questions to ponder while reading Solis’ book are as follows. Are we wired for distraction to this extent? Is the computer revolution changing the face of communication? And, is this change healthy for social beings like us? After reading The End of Business as Usual, the reader will have an answer to these questions.

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