The word ‘digital’ has long been both powerful and problematic. It’s powerful because new technologies and, in some ways even more so, new ways of developing and applying new technologies have made many things better, faster, cheaper – and often very different. And as Tom Loosemore, perhaps the leading proponent of using ‘digital’ in a sense which transcends a narrow, technical meaning puts it:
You find you need a name to describe that new way of working that is shorter than user centric multi disciplinary iterative open agile etc…
— Tom Loosemore (@tomskitomski) May 24, 2018
But it’s also problematic, because it stretches the meaning of ‘digital’ so far as to drain it of content. It has become a vague word, implying modernity and goodness and not much more. More seriously, it puts the emphasis in the wrong place: digital is a means, not an end, and there is always a risk that in focusing too much on means, we lose sight of the ends.
That’s not to say that ‘digital’ has not been a useful word. In many ways it has been. It’s more to say that the time has come – and is arguably long past – when we should move beyond it. That makes this post a really interesting sign of what may be to come: Citizens Advice has chosen to replace its Chief Digital Officer with a Director of Customer Journey, and its reasons for doing so are well worth reading.