@David_Rogers

Author, The Digital Transformation Playbook

Faculty, Columbia Business School

10 Years of BRITE

Looking Back to the Future of the Digital Business Revolution

Why?

Brands TechMedia

Entrepreneurs

Thinkers

Predictions Made

Lessons Learned

5 Guides to the Future

PREDICTIONS MADE

A big YES

NOT so much

…Not quite HOW we expected

Too SOON to tell

LESSONS LEARNED

Customers are networks

Dave Carroll, United Breaks Guitars

It’s the experience, not the channel

Emily Culp, Rebecca Minkoff

Marketing needs storytelling

Linda Boff, GE

Data makes you human

Vikram Somaya, ESPN

Innovation = experimentation

Kaaren Hanson, Intuit

Platforms change the rules

Robin Chase, ZipCar

Every business is a digital business

Russell Weiner, Domino’s

Every business is a digital business

FIVE GUIDES TO THE FUTURE

1. Digital transformation is about strategy (not technology)

“a pizza-deliverycompany”

“the digital industrial company”

“we need a big data initiative”

“we need a social media strategy”

“we are launching an IoT project”

Key value drivers of digital strategies

• Customer experience

• Operational excellence

• New business models

2. Enterprises are not big startups

Robin Dunbar’s

150

Funding

Metrics

Incentives

3. We need to reimagine competition

Industry?Monopoly?

Industry?Monopoly?

Disruptive Business Model MapChallenger

CustomerIncumbent

Value Proposition

Differential

Value Network

Differential

Two-Part TestRadically displace value? Barrier to imitation?

4. Disruption is coming… but not for whom you think

“Strategy When Creative Destruction Accelerates”Vijay Govindarajan & Anup Srivastava

Who’s Getting Disrupted Fastest?

5. A question is worth a thousand answers

Solve for (x)

1. Digital transformation is about strategy (not technology)

2. Enterprises are not big startups

3. We need to reimagine competition

4. Disruption is coming… but not for who you think

5. A question is worth a thousand answers

Thanks for 10