Do You Believe in Digital Darwinism?

Do you have what it takes to keep your business afloat in the globalized business world? This article discusses the topic of Digital Darwinism (DD), a perspective that some people have of the future of business and technology.

According to authors Haag, Baltzan, and Phillips of "Business Driven Technology," DD implies that organizations which cannot adapt to the new demands placed on them for surviving in the information age are doomed to extinction."

Although this is a cynical view of the future of business to some, to others it is a practical mindset. Using this mindset, you can force yourself and your employees to stay on the cutting edge of business.

There is no doubt that today's globalized, information-based, business marketplace is extremely competitive. The Internet has opened up new avenues for every Average Joe to become a potential business guru. Americans are now competing with entrepreneurs from all over the world to provide goods and services to the American population.

Evan I. Schwartz, author of "Digital Darwinism," describes the new business environment in this way:

"As an environment that can sustain economic life, the Web has given birth to entirely new species of start-ups and enterprises that could not have existed previously. These new economic organisms, are, in turn, forcing older corporate species to evolve in new ways, producing new business models and characteristics necessary for their own survival."

With Schwartz's idea comes the urgency that you have to structure your business to be adaptable to the changing environment. Although a presence on the Web is not essential for all business models, understanding the potentials of the Internet marketplace is a worthwhile undertaking for your organization. According to Haag et al, one common possibility that can threaten your share of the marketplace is the "threat of substitute products or services" that can be introduced by your competitors. Browsing the web frequently for what is happening in your market is one way to avoid death by substitution.

Haag et al points out the case of Amazon.com which creates a shopping profile for each customer who establishes an online account. "When a customer visits Amazon.com repeatedly, it can begin to offer products tailored to that particular customer based on their profile." Haag et al concludes that Amazon.com has found a way to reduce the impact of losing customers because their competitors do not have the benefit of the shopper's buying history.

Whatever you feel about Digital Darwinism, success demands revamping your IT systems and making adaptable business practices your top priority. Here is the best advice to avoid becoming a victim of Digital Darwinism. Read, surf the net, study, think, travel, and interact as much as you can to stay on top of the latest technologies and how they can help your business. If you haven't started a business yet, consider going to work for a company that is dominating the world market before venturing alone into the business jungle. All around you are tremendous resources that you can take advantage of to guarantee your survival.

1. Haag, Stephen, Baltzan, Paige, and Amy Phillips. Business Driven Technology. New York: McGraw-Hill/Irwin, 2006.
2. Schwartz, Evan I. Digital Darwinism. New York: Broadway, 1999.