John Mitchell, CEO All human part 2 If it’s free you are the product

According to CIO, in 2021, 77.3% of companies globally rated digital transformation as their new top priority, pushing cybersecurity down to second place. John Mitchell, CEO of All human (formerly Strata3), believes that companies digital transformation is currently too focussed on aesthetics. He thinks that it should be focused on what consumers appreciate in a real, everyday sense. John also feels that the industry needs to take a step back and inject more pragmatism into the digital transformation process to drive measurable sales-focussed results. This includes using an analytics-first approach, hard metrics and testing.  Ronan talks to John Mitchell CEO of All human (formerly Strata3) about this and more.

John talks to Ronan about the digital experience, the metaverse, immersive shop experiences, Apple, and the brands investing in micro changes. John also talks about the democratisation of information, not having a distinct brand proposition, outsourcing to third parties, recreating the real word in a digital world, and the provenance of goods.

More about All human:

All human are one of Dublin’s leading digital transformation consultancies and have recently gone through a rebranding process. They are behind the digital experience of many of Ireland’s biggest brands including An Post, Discover Ireland, Irish Life, LetsGetChecked, Energia, Irish Rail as well as Bank of Ireland. John and the team believe that the web industry is on the precipice of major transformation away from “fluff” towards a much more pragmatic experience that consumers actually value.