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Listen to The Closer, Cast from Harvard Business Review. I'm Sarah Green. Today I'm talking with

Ray Wong, author of the new book Disrupting Digital Business, Create an

authentic experience in the peer-to-peer economy. Ray, thank you so much for

talking with us today.

Thanks for having me on. So I noticed when I was reading your book, usually when people are

talking about digital business and disruption, they're talking about technologies or

business models. They don't tend to throw around words like authenticity or

trust very much so why do you think those are so important and why have you included

them in your book? You know Sarah you've got a great point there one of the things

about digital is we forgot to humanize digital.

And it's really important to talk about digital in terms of what it means to people,

individuals, and their lives.

And even though we're talking about a business book here that's really

what is the crux of this right what we're trying to do is get to an authentic

brand experience and what that means is you have to be trusted it has to be transparent

and people have to feel it there's some kind of human

element on the other end. Well so let's talk a little bit more about trust in

that case. When you're talking about trust in a digital world what do you mean

exactly by that? Well what happens

with digital is that every interaction, every click point, every touch point, every

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