Robert Tercek is a digital business guru, author and previous executive at MTV, Sony Picture and The Oprah Winfrey Network (OWN); and his new book, Vaporized: Solid Strategies for Success in a Dematerialized World, is sending a resounding message to all business owners and consumers: Digital technology is overtaking traditional business models – adapt, or be forced into obsolescence.

However, the proposition doesn’t have to be business’ death sentence; rather, Tercek argues this transition has the opportunity to revolutionize your company and save you from “demand destruction.” We spoke with the author and his predictions for the future of business. Here’s what he had to say: