“Customers increasingly see themselves as self-determined individuals. They inform themselves, buy on the Internet and shape brand and product perceptions through self-created content and reviews” (Karl Heinz Land).

By “digital Darwinsm” we mean when technology and society change faster than companies are able to adapt to it (Kreutzer/Land).

Adapt or the

Survival of the fittest: Darwin’s theory can be perfectly applied to the digitalization of companies. Because the struggle for survival is also taking place there. The stronger one is the one who manages to react quickly to technological changes, adapts his business model to customer expectations, uses insights profitably for himself and thus stabs his opponent (founder scene).

Thus, the success factor seems to lie in the speed of one’s own digitalization. Kreutzer and Land talk about a change of CEO to CDO (see figure). According to the two authors, a modern CDO should therefore set itself the goal of “destroying” existing ones in order to make room for the “new and digital”. I have already published a further article on the topic Leading digital.

The transformation of the CEO into a Destruction Officer. The tasks in the digital transformation are changing (own presentation according to the idea of Kreutzer/Land).

Me, everything, everywhere, instantly… – digital business

The new “connected, informed and all powerful consumer” has a clear expectation: “Me, Everything, Immediately and Everywhere” (Kreutzer/Land). These challenges and changes in customer requirements can be counteracted in a targeted manner by means of digitalization. customer wishes as a digital business. Further examples can be found in my article on digital change.

New customer wishes: I want everything everywhere and immediately! (Own presentation according to the idea of Kreutzer/Land).

Customer Trust instead of Customer Touch

It is no longer enough simply to build relationships with prospective customers and customers, enriching those from level to level with more information. Rather, it is important to build more trust from stage to stage, in order to be able to make more and more targeted and thus more relevant offers, especially through the provision of appropriate information and convincing services (Kreutzer/Land). These trust points are therefore a success factor for the digital business.

According to Kreutzer/Land, the change from Customer Touch Points to Customer Trust Points is an important paradigm shift in digital transformation (own representation according to the idea of Kreutzer/Land).

For all the euphoria about social media engagement, Kreuzter and Land point to the 1: 9: 90 rule. Studies show that, across countries, approximately 1% of Internet users are very active and, for example, posts in blogs or online communities. 9% of Internet users respond to such entries – while a “silent majority” of 90% are only read- active, according to Kreutzer and Land.

That is why the two authors recommend that we should recognize the 1% of opinion leaders on the Internet in particular and ideally win for us. I, too, as a blogger, notice that many users read very actively. According to various studies, users only read a blog between 3-12 months before they really comment or respond to it. However, many companies stop agilemarketingdue to the low return rate. However, in this case it says: persevere. So it is important to give readers a channel through content in order to trust the company or, as in my case, the research project.

Share of customer participation according to the 1-9-90 rule. The main task of customers seems to be to “read only”(Own presentation according to the idea of Kreutzer/Land).

The will to an agile company

The advancing digitalization calls for a structural change in companies towards agile and evolutionary companies. Evolutionary means the adaptation to changes. The theses of Laloux complement each other very well with those of Kreutzer/Land. According to both companies, the task is constantly to adapt to new markets and customer requirements. Agile includes topics such as Work 4.0, New Work and Agile Leadership. But the exact change and interpretation are still highly controversial. Also consider my other book suggestions for the digital transformation.

Genderhinweis: Ich habe zur leichteren Lesbarkeit die männliche Form verwendet. Sofern keine explizite Unterscheidung getroffen wird, sind daher stets sowohl Frauen, Diverse als auch Männer sowie Menschen jeder Herkunft und Nation gemeint. Lesen Sie mehr dazu.

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Verwendete Quellen anzeigen

Kreutzer, R. T., & Land, K.-H. (2016). Digital Darwinism: The silent attack on your business model and your brand. Berlin: Springer Gabler.


I blog about the impact of digitalization on our working environment. For this purpose, I present content from science in a practical way and show helpful tips from my everyday work. I am a manager in an SME myself and I wrote my doctoral thesis at the University of Erlangen-Nuremberg at the chair of IT Management.