Paul Boag解除数字适应的束缚

Paul Boag is everywhere. I recently spoke to him about his new book “Digital Adaptation” and his related talk at Future of Web Design in London during early April.

Paul Boag无处不在。 我最近与他谈了他的新书“数字化适应”以及他在4月初在伦敦的未来Web设计中的相关演讲。

SITEPOINT (Craig Buckler): Hey Paul. There are few people yet to encounter you on the web, but tell us a little about yourself and what you do?

SITEPOINT(Craig Buckler)： 嗨，保罗。 网上很少有人遇到您，但请您介绍一下您自己以及您的工作吗？

PAUL: That question should be easy to answer but, over the years, I’ve started to find it much more difficult. It used to be simple — I was a web designer. However, it’s a long time since I have coded anything other than my own website. I keep my hand in but would be embarrassed to call myself a web designer these days.

PAUL：这个问题应该很容易回答，但是多年来，我开始发现它变得更加困难。 过去很简单-我是一名网页设计师。 但是，距离我编写自己网站以外的代码已有很长时间了。 我全力以赴，但是现在这些人都不能称自己为网页设计师。

I guess I am a business adviser or digital strategist. I help organizations do two things; adapt to the changes that digital have brought to the world and demonstrate how to use new tools to their full potential.

我想我是业务顾问或数字策略师。 我帮助组织做两件事； 适应数字化带给世界的变化，并展示如何充分利用新工具的潜力。

I achieve this either through working directly with organizations via my digital agency Headscape and by speaking and writing about the topic.

我可以通过我的数字代理机构Headscape与组织直接合作，并通过演讲和撰写有关该主题的方法来实现这一目标。

SITEPOINT: Blogs. Podcasts. Books. Videos. Conference talks. How do you find time to run a successful web agency?!

站点观点： 博客。 播客。 图书。 影片。 会议演讲。 您如何找到时间经营成功的网络代理？

PAUL: It’s actually very simple — I don’’t! I am hugely involved in working with clients but I don’’t run Headscape. My co-founders Marcus Lillington and Chris Scott do that. I would be lost without them.

PAUL：这实际上很简单-我不知道！ 我参与了很多与客户合作的工作，但是我没有运行Headscape。 我的联合创始人Marcus Lillington和Chris Scott做到了。 没有他们，我会迷路的。

My role is ensuring our clients are making the most of the new digital economy. That means I have to stay on the cutting-edge of web innovation. The blogging, writing, podcasts etc. enable me to do that. I learn and then share what I have learned. It really is that simple. Sometimes I share with an individual client, other times with the whole community.

我的职责是确保我们的客户充分利用新的数字经济。 这意味着我必须保持网络创新的前沿。 博客，写作，播客等使我能够做到这一点。 我学习然后分享我所学到的东西。 真的就是这么简单。 有时我与单个客户共享，其他时间则与整个社区共享。

When it comes to the design and build of the digital assets we create for clients, I am probably the least qualified at Headscape. We have a fantastic team and I know when to keep out of their way.

当涉及到我们为客户创建的数字资产的设计和建造时，我可能是Headscape中最不合格的。 我们有一支出色的团队，我知道什么时候可以挡开他们的路。

SITEPOINT: Your FOWD talk is titled “Digital Adaptation: Time to Untie Your Hands”. Sounds cryptic! Tell us more…

现场要点： 您的FOWD演讲标题为“数字适应：放松双手的时间”。 听起来很神秘！ 请告诉我们更多…

PAUL: Oh dear, it wasn’t meant to sound cryptic! I need to improve my headline writing skills :)

PAUL：哦，亲爱的，这并不是要听起来很神秘！ 我需要提高标题写作技巧：)

Have you ever noticed how much we moan as web professionals? We moan about our clients, our bosses, our colleagues. We moan because they don’’t ‘understand’ digital. We are living through a period of huge change. Digital has turned the world upside down and while web professionals are at the front of that change, the rest of the world is slightly behind us.

您是否注意到我们作为网络专业人员的mo吟声？ 我们抱怨客户，老板和同事。 我们抱怨是因为他们不懂数字。 我们正在经历一个巨大的变化时期。 数字化已经颠覆了整个世界，虽然网络专业人员处于这种变革的领先地位，但世界其他地区却落后于我们。

The companies we work for are often pre-digital businesses. Our colleagues, clients and bosses use digital, but not to the level we do. Both businesses and people are shaped by the industrial age and are struggling to move into the digital age.

我们工作的公司通常是数字化前业务。 我们的同事，客户和老板使用数字，但没有达到我们的水平。 企业和人员都受工业时代的影响，正努力进入数字时代。

In my FOWD talk and the associated book I am looking at this transition period. I discuss the businesses, the people we work with and their need to adapt. But I argue we need to be catalysts of change rather than standing on the sidelines moaning that change isn’’t happening quickly enough.

在我的FOWD演讲和相关书籍中，我正在探讨这个过渡时期。 我讨论了业务，与我们合作的人以及他们的适应需求。 但我认为，我们需要成为变革的催化剂，而不是站在一边，抱怨着变革还不够快。

Despite not having the authority or permission, we need to untie our hands and start pitching in to bring about transformation in the organizations with which we work.

尽管没有权限或许可，我们仍需要松开手，开始介入，以实现与我们合作的组织的变革。

SITEPOINT: The web is 25 years old. Why do you think companies are still struggling to adapt to digital business?

地点： 网络 已有 25年历史了。 您为什么认为公司仍在努力适应数字业务？

PAUL: 25 years sounds like a long time but, in historical terms, it’s not. The web of 25 years ago bears little resemblance to the web of today — at least not in terms of business or cultural impact.

PAUL： 25年听起来很长，但从历史上看并不是这样。 25年前的网络与今天的网络几乎没有什么相似之处-至少在商业或文化影响方面没有。

It’s important to remember how ingrained the philosophy of the industrial economy is. Mass market, mass media, mass production have shaped everything from our nine to five workday to the very fact we have managers. Think how huge the shift from an agricultural to an industrial economy must have been. We are going through a comparably enormous transition.

重要的是要记住工业经济哲学是多么根深蒂固。 大众市场，大众媒体，大规模生产已经影响了我们从九个工作日到五个工作日的一切，事实上，我们拥有管理人员。 想一想从农业经济向工业经济的转变必须有多大。 我们正在经历一个巨大的过渡。

Don’’t underestimate how big an impact digital is having. Many people view it as a tool, but it’s actually a cultural phenomena. It’s impacted every area of our lives from our social groups to our workplaces. Heck, even entire governments have collapsed under the power of social media!

不要低估数字广告的影响力。 许多人认为它是一种工具，但实际上是一种文化现象。 从社会团体到工作场所，它影响了我们生活的各个领域。 哎呀，甚至整个政府都在社交媒体的力量下瓦解了！

Historically these kinds of gargantuan shifts in culture have taken a generation to adapt to. 25 years is not long.

从历史上看，这种巨大的文化转变需要一代人来适应。 25年不长。

SITEPOINT: Do web developers have the passion, power and persuasion skills to instigate cultural change in their organization?

现场要点： Web开发人员是否具有激情，力量和说服力，能够激发组织中的文化变革？

PAUL: Some do. Some don’’t. Most have the passion. Few have the power and many have to learn persuasion skills. But if not us then who? Few other people grasp the enormity of what is happening around us. They think they can just bolt the web on to the existing business model by calling it a marketing tool. They don’’t realize it is decimating entire sectors. They don’’t consider that what occurred in the newspaper and music industry could happen in their sector.

PAUL：有些。 有些没有。 大多数人都有激情。 很少有力量，许多人必须学习说服技巧。 但是，如果不是我们，那又是谁呢？ 很少有人能理解我们周围正在发生的一切的巨大后果。 他们认为可以将其称为营销工具，从而将网络附加到现有业务模型上。 他们没有意识到这正在摧毁整个行业。 他们不认为报纸和音乐行业中发生的事情可能发生在他们的行业中。

Not having the power is always a good excuse for not rocking the boat. But it’s just an excuse. We can cause as much disruption as we are willing to cause. As Seth Godin likes to say: leaders are not picked, they step up.

没有力量永远是不让船摇晃的好借口。 但这只是一个借口。 我们可以造成我们愿意造成的破坏。 正如塞思·戈丁(Seth Godin)所言：领导者不被选拔，而是加紧努力。

What is the worst that can happen? Your boss fires you. But in the current economy there is no shortage of other companies willing to hire and listen to a passionate web professional with a plan for change. Your company might not appreciate the need for change, but many others do, even if they don’’t know what must be done.

可能发生的最坏情况是什么？ 你的老板解雇了你。 但是，在当前的经济形势下，不乏其他公司愿意雇用和倾听热情的网络专业人员的意见，并提出了改变计划。 您的公司可能不了解更改的需求，但是其他许多公司也知道，即使他们不知道必须做什么。

SITEPOINT: Will business leaders listen and what can we do to make our voices heard?

现场要点： 商业领袖会听吗，我们该怎么做才能表达自己的声音？

PAUL: They will listen if we do two things: be persistent and speak in their language.

PAUL：如果我们做两件事，他们会听：坚持不懈，用他们的语言说话。

We like to rattle on about user needs, scalability, performance or technical acronyms. It means nothing to management. They care about two factors — business opportunities and business threats. If you can demonstrate how digital is threatening the business or provide a strong case for how digital can give a competitive advantage, then management will start to listen.

我们喜欢就用户需求，可伸缩性，性能或技术首字母缩略语进行抱怨。 这对管理没有任何意义。 他们关心两个因素-商业机会和商业威胁。 如果您可以证明数字化如何威胁业务或为数字化如何提供竞争优势提供有力的依据，那么管理层将开始倾听。

Notice I said ‘”start to listen”’. We give in too easily. We say something once, they ignore us and then we go back to complaining. Remember that they see web professionals as implementers. You implement their ideas. Changing that perception will not happen over night; it could take years of persistent education.

注意我说“开始听”。 我们太容易屈服了。 我们说了一次，他们无视我们，然后我们回到抱怨。 请记住，他们将网络专业人员视为实施者。 您实现他们的想法。 改变这种看法不会在一夜之间发生。 可能需要数年的持续教育。

The question is: are you willing to put in the work?

问题是：您愿意投入工作吗？

SITEPOINT: Your new book “Digital Adaptation” will appeal to those in the web industry. But will it attract those who really need to read it — business managers?

景点： 您的新书“数字化适应”将吸引网络行业的读者。 但是它会吸引那些真正需要阅读它的人-业务经理吗？

PAUL: Absolutely not. No business manager will purchase it because they don’’t recognize the need. That’s where we come in. The book and associated resources are tools to help you persuade management. There is a two minute trailer to grab their attention, a twenty minute presentation that goes into a bit more depth and a manifesto outlining how change needs to happen. If these tools get them interested then maybe they will read the book.

PAUL：绝对不是。 没有业务经理会购买它，因为他们不认识需求。 这就是我们的用武之地。这本书和相关资源是帮助您说服管理的工具。 有一个两分钟的预告片吸引了他们的注意力，一个二十分钟的演示文稿更加深入，并且列出了变革如何发生的宣言。 如果这些工具引起了他们的兴趣，那么也许他们会读这本书。

When we launched the book, people asked me to sign their copy. However, few asked me to sign it to them. Almost all had bought the book for their managers or clients. This is not a book for you — it’s a book you buy for others.

当我们发行这本书时，人们要求我签署他们的副本。 但是，很少有人要求我将其签名。 几乎所有人都为他们的经理或客户买了这本书。 这不是给您的书，而是您为他人购买的书。

SITEPOINT: Can the FOWD audience look forward to blatant book plugs and a selection of Marcus’s jokes? ;)

现场点评： FOWD观众可以期待公然的书本和马库斯的笑话吗？ ;)

PAUL: Absolutely! I am chairing FOWD and yes I will absolutely be plugging the book to a painful degree. My aim is to be more annoying than your average sponsor slot!

PAUL：绝对！ 我担任FOWD的主席，是的，我绝对会在痛苦的程度上塞满这本书。 我的目标是要比您的普通赞助商广告位更令人讨厌！

If all of this sounds too terrible to bear, I can promise you one thing: It won’’t be any more annoying than Marcus’ jokes.

如果所有这些听起来都太可怕了，我可以向您保证一件事：这不会比Marcus的笑话更令人讨厌。

SITEPOINT: Are you looking forward to seeing any other speakers at FOWD?

现场人士： 您是否希望在FOWD上看到其他发言人？

PAUL: I am most excited to hear a talk on the rising star track by Westley Knight. He is picking up on some of the themes I cover in my book so I am interested to hear another perspective. He will be talking about how we as digital agencies also need to adapt to the new economy and how many of us are still using working practices left over from the industrial age.

PAUL：我很高兴听到韦斯特利·奈特 ( Westley Knight)谈起后起之秀。 他正在学习我在书中介绍的一些主题，因此我很想听听另一种观点。 他将谈论我们作为数字代理机构还需要如何适应新经济，以及我们中仍有多少人仍在使用工业时代遗留下来的工作惯例。

SITEPOINT: Many thanks, Paul.

现场点评： 非常感谢，保罗。

Paul Boag joins Rachel Nabors, Harry Roberts, Sarah Parmenter, and a cavalcade of amazing speakers at Future Of Web Design (FOWD) in London from April 7th-9th. Craig will also be there, but don’t let that put you off — a few tickets are still available!

Paul Boag与Rachel Nabors，Harry Roberts，Sarah Parmenter以及4月7日至9日在伦敦举行的Future of Web Design(FOWD)上的精彩演讲者齐聚一堂 。 克雷格(Craig)也将在那里，但不要让您失望–仍有几张票！

翻译自: https://www.sitepoint.com/untying-digital-adaptation-paul-boag/