Radically Human: How New Technology Is Transforming Business and Shaping Our FutureBy Paul R.Daugherty and H. JamesWilson, Boston, MA, US: Harvard Business Review Press, 2022. 304 p. £10.79 (hardcover). ISBN: 978‐1‐64782‐108‐1
本书提出IDEAS框架，通过大量案例说明成功企业如何用技术增强而非替代人类能力，适合关注人本化技术战略的商业领袖。
In “Radically Human,” Accenture executives Paul R. Daugherty and H. James Wilson present a compelling vision of how technology is reshaping business and society in increasingly human-centric ways. Published in 2022, this thought-provoking work challenges the conventional narrative that technology makes our world more artificial and automated, arguing instead that the most successful technological innovations are those that enhance and amplify uniquely human capabilities. The authors structure their analysis around what they call the “IDEAS” framework: intelligence, data, expertise, architecture, and strategy. This framework serves as a lens through which they examine how leading companies are approaching technological transformation. Their central argument is that the most successful organizations are those that use technology to become more, not less, human. The book's particular strength lies in its rich collection of real-world examples and case studies. From small startups to global enterprises, the authors demonstrate how companies are implementing “radically human” approaches to technology. These examples ground their theoretical framework in practical reality, making the concepts accessible and actionable for business leaders. Rather than viewing artificial intelligence (AI) as a replacement for human workers, the authors present it as a tool for augmenting human potential. They argue convincingly that the future belongs to organizations that can effectively combine human intuition and creativity with AI's processing power and pattern recognition abilities. The section on data is particularly noteworthy. The authors challenge the “more is better” approach to data collection, arguing instead for “small data” approaches that prioritize quality and relevance over quantity. This perspective offers a refreshing counterpoint to the big data paradigm that has dominated business thinking in recent years, which is a clear demonstration on the current massive need of high-quality data to build effective models and AI solutions. Their discussion of expertise focuses on how technology is changing the nature of learning and skill development in organizations. The authors make a compelling case for continuous learning and adaptation, arguing that expertise in the modern age is less about accumulated knowledge and more about the ability to learn and evolve quickly. I pinpoint how their visions are increasingly become true, for instance, the fact that AI is becoming more conversional and contextual (bear in mind that ChatGPT was launched after its publication); or the evolution of continuous learning systems, such as the rising of microlearning platforms and the integration of AR/VR in training. From a reader's perspective, while the book's optimistic tone is generally well-supported, one might find it may derive toward technological utopianism. Though a today's light, it may seem that we are really moving toward this utopianism. Therefore, it would be very interesting, and challenging, to understand the author's perspective on the potential downsides and risks of the technologies they discuss, particularly regarding privacy and security concerns. Overall, “Radically Human” arrives at a crucial moment when organizations worldwide are grappling with digital transformation and the role of emerging technologies. Its message about the importance of maintaining human-centered approaches to technology adoption is particularly relevant in the postpandemic era, where organizations are reconsidering their relationship with technology. I would suggest to complement this read with Kotler's (2023) Marketing 6.0, as both books share a fundamental focus on human-centricity in the technological age. While Daugherty and Wilson emphasize how technology should enhance human capabilities across business operations, Kotler specifically explores marketing's evolution toward human-centric digitalization. Both works advocate for technology as an enabler of deeper human connections rather than a replacement. In my modest opinion, this is the way to go!