The Big Themes:

• Returning to the office: This isn’t really what native digitals want. Apple employees revolted, as did Google’s, prompting one of the largest technology companies in the world to backtrack.
• The result of this macro trend: If you are 35 years old or younger you will progressively spend time, energy, and money improving and enhancing your digital life, not your physical life.
• The stuff business: 140 million native digital Americans and Millennials and Gen Z grew up in an era where they watched how their parents pursuit of “stuff” didn't really lead to anything meaningful.
• A diamond is forever: This campaign eventually evolved into commercials in the late 1970’s where DeBeers quite literally defines how much a man should spend on an engagement ring.

The Big Quotes:

“So what's going on here when you're native analog, your primary reality is a physical or analog reality.”

“This has profound implications for the way we work, but it's a lot more than just that.”

This episode is brought to you by BMC Software.

Visit Cloud Wars for more.