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Embracing the ‘shock of the new’

04 September 2023

Tony Hague, CEO of PP Control & Automation, explores why machine builders should not fear ‘the shock of the new’, and should instead embrace the positive change that it brings…with the right manufacturing partner.

A very popular 1980 TV documentary series by Robert Hughes introduced the phrase ‘the shock of the new’.

It encapsulated the idea that the introduction of innovative techniques, subject matters, and approaches challenged established norms and expectations.

Both the series and the subsequent book highlighted the radical shifts in artistic expression and the tension between innovation and resistance to change, illustrating how the shock of encountering these new forms of art was a transformative experience for both artists and society at large.

So, what has this got to do with modern-day industry you may ask? Actually, quite a lot…

Read the full article in DPA's September issue

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