Most of us will have experience of meeting people who are apathetic or downright resistant to digital. This is just a fact of life, but it can be problematic when that person is your boss.
In some companies I believe that generational change will be required before they’ll properly adapt to a multichannel world that includes lots of digital, mobile and social networking activity. Worryingly, I think some of the biggest, most established companies have serious issues in this area.
It needs to be explained that ‘digital’ does not mean ‘tech’. The internet is largely driven by people and the content they produce. That said, the detail is very important when it comes to optimising the customer experience. Digital is a key part of the overall experience and it requires investment and time. Unless the boss and all other stakeholders buy into the idea of doing it properly - and until they truly believe in it - you’re always going to be up against it.
Earlier today I gave some thought to the things you can do to persuade a boss with a Luddite mindset to embrace digital, rather than to fear it. I also asked the question to our Twitter followers: “What can you do to make the boss more digitally savvy?”
Below are a bunch of ideas that will help you to make the boss see the light. For it is very bright and shiny, and will not dim anytime soon.
[PS – I’m going to use the word ‘him’ rather than ‘him or her’ for 'boss' on general editorial principles, and not because I’m sexist]