The purpose of digital transformation is not to become more digital. It’s to generate growth.
Digital transformation is a journey that reaches the entire organization. There are many ways to approach it, but the only one we recommend is purposeful iteration. Companies should create a vision and map out how digital can deliver real business value. And tackle each challenge, one at a time. Of course, we’re not suggesting ignoring the others. But focusing on just one of these three areas – marketing, customer experience or organizational agility – can maximize impact and build momentum.
Once a company establishes a clear vision, it usually becomes obvious which of the three areas present the biggest obstacles to growth. And that’s where to begin on the path towards becoming an evolved enterprise.