With every major technological wave, businesses produce the same type of narrative. Digital technology, data, and mobile devices have been presented in turn as decisive breakthroughs, calling not only for new tools, but also for a different way of thinking about business. Each time, the promise of a profound change in the way they operate has been made, while suggesting that this change would come about naturally, driven by technology.
With hindsight, we know that these promises have rarely been kept as such. Not because the technologies have changed nothing, but...
