This book uses the term “digital business transformation” rather than the shorter and more generic “digital transformation.” There is a good reason for this.
Often, “digital transformation” was and, for some, still is associated solely with technological change. Digital business transformation is nothing but business transformation for the digital age. Rather than digitizing parts of the business or adding some limited digital revenues as a stopgap, the focus of this book is on how to become digital at the core: to build and sustain a digital moat that is complete, wide, and deep. Digital business transformation is a holistic approach to changing the way an organization thinks, organizes, operates, and behaves.
Four forces of connected change are causing companies to rethink everything about how their businesses operate:
- Customer behaviors
- Technological change
- Business models
- Societal change
As disruptive technologies and companies continue to raise consumer expectations, business environments (stretching from products and services to manufacturing and marketing) are constantly changing. Digital business transformation closes the gap between what consumers expect and what their traditional business models can deliver.
Digital business transformation is a journey that trumps its destination, a journey that asks businesses to reimagine and rapidly realize new ways of working and satisfying consumer expectations. It has a slightly different meaning for each organization and uses different tools to address the unique challenges of each business. Most important, digital business transformation could mean the difference between an organization surviving the next five years or not.