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We are seeing digital disruption happen in many sectors, yet somehow, a lot of companies still believe that their sector is safe and will continue to be for a long time. “People are still going to need my product or service.” Right, that is what a lot of companies said that have now disappeared, but in the end, the consumer wants to have things that are easy, that add value, that are done well. If you’re not the best provider of that anymore, they will move on sooner or later, no matter how big you are.
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Remember those fat yellow books we used to get for years? The Yellow Pages (Gele/Gouden gids in the Netherlands and Belgium) are close to heart for traditional companies, since they were listed in them by category for decades. During this time, the Yellow Pages were the global market leader in local advertising. Being part of a telephone book however, meant that the vast majority of the information the customer got was irrelevant for them, at the cost of a lot of resources as well.
 
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