The last word from the East: Taking a bite out of the Apple and the great game of the East

Barney Loehnis
Ogilvy & Mather

Autumn is a time for reflection and preparation. It is only by looking backwards that you properly understand how far you have travelled, but it is only by looking forward that you can prepare for the future. This process is both terrifying and fortifying.

Thomas Friedman said that since he wrote The World Is Flat – his seminal book on the 10 forces of globalisation – that the impact of the 'steroids', the group of digital disruptors as he had dubbed them, has been almost incomprehensible.

"Facebook didn't exist; Twitter was a sound; the cloud was in the sky; 4G was a parking place; LinkedIn was a prison; applications were what you sent to college; and Skype for most people was typo," he says. "All of that changed in just the last six years."