Presentation of the book “Antes muerta que analógica” by Àurea Rodríguez

SOM-INN PORT attended the presentation of the book “Antes muerta que analógica” by Àurea Rodríguez, which could be translated as “Rather dead than analog”. Àurea is a prominent member of our open innovation ecosystem and the event took place on December 13, 2022, at the headquarters of REDESSA, which is also a member of SOM-INN PORT. 

 “Antes muerta que analógica” is a book that in a natural way Áurea Rodríguez has been building over the last 3 years thanks to more than 100 articles, posts, presentations and speeches she has written as innovation director, where she analyzes the impact of technology and innovation in our macroeconomy, but above all in our day to day life.  

Áurea Rodríguez speaks in the first person as a mother, citizen, woman or professional with the motto: “In the era of technological humanism, count on the toxic, Trojans and trolls and surround yourself with synergists who always add skills, equipment and values”.  

In the book, the author describes how the good use of technology empowers people, organizations and countries as long as it puts the latter at the center.  

To be or not to be digital is no longer the question but how technological transformation affects our daily lives, how it creates new business models, new professions, the way we relate to each other and to whom, our relationships or our children’s education. The book talks about all these aspects as well as how they change the management of finance, health, through our reputation and even our right to digital death.       

We recommend the reading of “Antes muerta que analógica” which has already been published in a 2nd edition. 

Studies and Innovation Department

March 2023