Peter Hinssen. Photo via


The New Normal by Peter Hinssen

The idea behind the New Normal is quite simple: ‘We’re halfway there’. The New Normal is about all things we call ‘digital’, and in the digital revolution we’re probably only halfway there. That means we have as much journey ahead of us as we have behind us.




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Allison Kent-Smith is director of digital development at Goodby, Silverstein & Partners.