The Digital Future!

In a world that is increasingly digitally connected, organizations face an extremely competitive environment. You cannot wait until the digital storm is over. You have to act today, only a few of our current companies will survive in the future. But the future starts today. We include remarkable digital strategy examples from Heineken/Desperados,, Wehkamp
E-Commerce, Randstad/Tempo Team and British Telecom. They show that the future is digital.


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What’s this about?

In order to share the knowledge of the best organizations in the digital landscape we are creating a knowledge-community. This publication, delivered as a first minimal viable product (MVP), with the working title “Digital Future”, is based on scientifc contributions and cases from the community partners who delivered best practices. Also, we introduce the Digital Strategy Canvas which is a practical tool to start working on the digital future. This tool has been validated by scientifc research and was underpinned by theories and empirical data. Engage, enable and evaluate your own digital strategies!


Meet the Authors

Menno Both

Menno Both is a founder of Both Social BV. An agency that helps organizations to get ready for the digital future. He is an international keynote speaker and researcher of online marketing, social business, new business models and the digital future. The methods used in the book “Digital Future” are used and optimized by the team of Both Social on a daily basis.

Ton Spil

Dr. ir. Ton Spil works at the department of Industrial Engineering and Business Information Systems BMS, University of Twente in Enschede. He has done multiple researches, e.g. Adoption and use of information services, Inter-organizational information strategy, Business Modeling.

Robin Effing

Dr. Robin Effing is Professor (Lector) Digital Intelligence & Business at Saxion University of Applied Sciences, an Assistant Professor Business Information Systems at the University of Twente and a visiting Teacher Digital Strategies at Tilburg University. He holds a Ph.D in the field of social media strategy and analytics.

Bibian Ogbuji

Dr Bibian Ogbuji is an experienced tech-savvy personnel with a PhD in social media strategy, implementation and platform evaluation process. Professionally and academically skilled in tackling business and information technology problems within organisations. She is SAP-certified with good consultancy, IT strategy, Social Media strategy, Business Analysis and Research skills.

Our three key points


Enabling the digital strategy asks for an appropriate balance between the ambitions set in the engage part while making sure that you can arrange everything to make it happen.


Engaging is all about developing relationships with customers by interacting with them through digital services and creating a two-way street of conversation.


Evaluate comprises of various ways of using data analytics, statistics and insights to learn, adapt and measure whether the company’s activities on digital and social media are delivering desired effects.

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