us would be a digital as a service line and then the other 80 percent of our business is something else. We’ve
got to look at it from the vantage point that says all the
things we do have to be valuable in the digital age no
matter where we’re going.
Consulting: How important has digital become in
the business world over the last decade and a half?
Burger: Digital is the foundation for everything.
There are no aspects of business that can go un-
changed by what’s going on in digital. At a broad
level, our clients need help more than ever before
because the world is so dynamic. If you go back to
the Internet bubble bursting, the Internet was going
to be the biggest thing ever. The NASDAQ went up
to 5,000 and burst. And that just means maybe baby-
clothes.com wasn’t the greatest idea in the world, but
it didn’t mean the Internet wasn’t actually going to
be the most important thing that occurred in our life-
time. As it’s evolved we’re seeing the impact of digi-
tal across every aspect of your life. Our clients look-
ing at that, none of them go through this unchanged.
Consulting: How can companies get up to speed?
Burger: There isn’t a shortcut. But I think the era of
taking a long time to make changes is over. In the
past one of the greatest things that could ever happen
is we’d sell someone a three-year project to do something. We’d have milestones every 6 to 8 months,
tens of millions of dollars spent to ultimately do it,
business cases that get renewed each year. We haven’t seen that in a long time. Clients are looking at
how do I change things in three months? How do I
change things in six months? How do I establish a
new revenue stream? I think if you are somebody
in a business that hasn’t moved I think the key is to
go do something. It’s not like there’s a digital finish
line. It’s not like somebody gets done and it’s OK
now we’re digital. The world is evolving really fast.
There’s new technologies, new startups, new ideas
coming out all the time. If your company is a laggard
it’s really about getting in the game.
Consulting® FEBRUARY 2016 5
Digital Ad Solutions
Customer & Audience Intelligence
Enterprise Risk Management
www.infinitive.com • 703.554.5500