"We need more courage and optimism"

Thomas Schulz (left) in conversation with former Apple CEO John Sculley at the Worldwebforum in Zurich.MK Do you put a question mark or an exclamation mark after the title of the new dossier "Digital - Transform or Die"? And why?THOMAS SCHULZ An exclamation mark. Digitalization is changing the world so fundamentally that only those who adapt will survive. This applies to all industries.MK Who is most affected by the transformation and why?SCHULZ The media industry in all its forms: Music, television, newspapers. By its very nature, media consumption has shifted to the digital world more than any other commodity. Even cars are now being digitized, but only partially.MK How do you deal with the digital transformation in your role as a journalist? What specific example can be used to illustrate this?n?SCHULZ All the stories I write end up dealing with the digital transformation. It is at the heart of my everyday life.MK What do you think are the most important transformation steps that companies need to take?SCHULZ Develop and internalize speed. Planning a product for twelve months and then introducing it slowly is no longer an option today. All company processes must be accelerated: Idea generation, implementation, setting up new departments.MK Where do you see the biggest challenges for Swiss companies in the digital transformation?SCHULZ Not to rely too much on the old strengths. Because they are suddenly worth less in the new world. There is a tendency, particularly in established, long-successful industries and nations, to consider themselves less affected, less vulnerable.MK What else would you like to add on the subject of digitalization....what is particularly important to you on this topic?SCHULZ We need more courage, more optimism. Of course, technology is ambivalent, but we need to focus on the benefits. Progress cannot be stopped. So we have to make the most of it, play offensively, not defensively."Digital - Transform or Die" series of articlesAs part of the digital series in Marketing & Communication by Christoph Oggenfuss (markITing ag), the first three seasons were entitled "Digital - not trivial", "Digital - from Talk to Walk" and "Digital - walk before you run". The fourth season, "Digital - Transform or Die", which has now been launched, deals with the question of the ultimate value of fundamental change.