World Knowledge Forum

[WKF 2019] The Revenge of Analog│David Sax (The Revenge of Analog, Author)



It’s now a cliché to announce that business and culture have moved to the digital realm. But while times have changed, the value of analog goods, ideas, and experiences has actually increased. With journalist David Sax(데이비드 색스), author of the critically acclaimed book The Revenge of Analog(아날로그의 반격), you will discover why a return to analog might be a welcome shift—and best for business.Vinyl records, notebooks, Polaroids, board games, and other seemingly obsolete products have seen robust growth in the last five years. Less efficient, more expensive goods are now coveted consumer items, largely sought out by millennials who want more than phones and apps, and are willing to pay for it. Analog goods offer tactility, authenticity, and emotional experiences that digital programs cannot; their inherent disadvantages are now their chief allure.This talk explores the anthropological importance of analog experiences—how we’re also heading back for soulful, deeply human reasons beyond talk of sales. For analog-based companies, Sax’s message is a rallying call to rediscover their worth and potential. And for companies with a strong digital focus, this is a great opportunity to imagine new (and very old) ways of embracing analog culture for hybridized success.


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