Christopher Vollmer, a partner with Booz & Company, argued that an "ecosystem" is an appropriate metaphor for today’s marketing environment. In other words, companies that posses "superior skills of self-adaptation are positioned to flourish in this ecosystem. Those without either face almost certain extinction."
This phenomenon, known as Digital Darwinism, was also at work in the last presidential election. In today's lesson, Teddy Goff, the digital director of the Obama campaign, explains how the Obama campaign proved to be more adaptable, abandoning old media paradigms in favor of "newer, more dynamic, more innovative alternatives."