The New Normal
Explore the Limits
of the Digital World. Peter Hinssen.

Peter Hinssen, a lecturer, writer and entrepreneur, is regarded as visionary in the field of Information Technology. In May we have introduced to you “Business/IT Fusion” that addresses business and IT people. This book is inspiring companies to create a new relationship between both of them, business as well as IT departments. In our today’s Book Sharing post we’d like to introduce you to “The New Normal”, Hinssens’ second book that has been published a few weeks ago.

Whether on business or privately, many of us have gone digital. Cost savings have been one reason for digitizing information. This applies in particular to exploitation, reproduction as well as distribution of information or data. Faster processing and lower space requirements of digital content are further advantages. Peter Hinssen is especially referring to the entrepreneurial environment: He argues that so far companies have been unduly focused on the Technology part of IT. To ensure fast access to information companies purchased for example cost-intensive high-performance servers or invested in developing extensive databases. It was quite often the case that acquisition costs were higher than IT’s value contribution, because companies, for example, were not able to utilize the existing capacity. Meanwhile, enterprises are using web-based applications. Entrepreneurs “outsource” specific processes by using Clouds. Adapting web-based service products individually to their needs, companies pay only for the service they are using.

Although digital technology is already playing an important role in our daily life, Peter Hinssen is putting forward his thesis that we are about half way to the digital revolution, the “New Normal”. Furthermore Hinssen says that IT is setting up new rules in the digital world. Entrepreneurs need to learn how to use Information AND Technology effectively as well as wisely to gain success. “The New Normal” is not only offering an insight into the development of technology and digitization. It is also providing an interesting preview on what could be normal in our tomorrow’s digital world: What are possible effects for companies, how will they meet the challenge of changing rules and conditions and are there any limits companies will meet?