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Doing Business as Unusual - We have entered an age of ‘business as unusual’. This is an age where business environments
are less predictable, controllable and certain; where strategies become more organic, less linear,
chaotic and emergent; where customer behaviour is social, connected and viral. This is both an
exciting and a scary time because the fundamentals of business as usual are being challenged.
Businesses are generally built to last rather than to change. The result is that we tend to use
new technologies to reinforce old ways of doing things.