Why I wrote this book and why you should read it 3
CHAPTER 1 – Setting the Context 8
Let There Be Value Creation 8
The Technology That Powers It 27
The Key Consumer Trends of The Next Decade 47
Stepping Back Before Diving In 72
CHAPTER 2 - How Companies Reach Consumers 80
Future of out of home media 82
Future of TV advertising 89
A new kind of personal device 97
A new way of building Ad creatives 105
CHAPTER 3 - How Companies Engage with Consumers 114
Harnessing your consumer base 116
The future of loyalty programs 124
Providing additional value through digital products 132
Engaging through the intangibles 139
CHAPTER 4 - How Consumers Transact 149
The future of at home eCommerce 151
The future of on the go commerce 160
The future of Browse purchases 168
The future of consultation 176
CHAPTER 5 - How Companies Create Products and Brands 184
The future of consumer research 186
Future of personalization 194
Continued relevance of brands 202
The future localized franchise 210
CHAPTER 6 - How Companies Manufacture and Distribute Products 218
The factory of the future 220
Future logistics 228
Digitization of the route to market 236
The circular economy of the future 244
CHAPTER 7 - How Companies Work Together 252
The future of finance 255
The future of employment 265
The future of leadership 273
The future of government 281
CHAPTER 8 - Making the Transformation Happen 287
The 33 framework – 9 steps to build and execute a digital transformation 289
EPIC 1 – IMAGINE your digital future 292
EPIC 2 – BUILD your transformation unit 301
EPIC 3 – OPERATE the digital transformation 309
Epilogue 319
AJAY SOHONI is Vice President of Strategy for the ASEAN and South Pacific Operating Unit at The Coca-Cola Company. He was formerly ASEAN Digital Director for Coke. He was also Executive Vice President at e-Commerce company Lazada before it was sold to Alibaba. Prior to that, Ajay was an Associate Principal at McKinsey and Co.
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