One of Forbes's Top Ten Technology Books of the Year
How to redesign ‘big, old’ companies for digital success—featuring a survey of 300+ business leaders and 30+ global organizations, including Amazon, Uber, LEGO, Toyota North America, Philips, and USAA.
Most established companies have deployed such digital technologies as the cloud, mobile apps, the internet of things, and artificial intelligence. But few established companies are designed for digital. This book offers an essential guide for retooling organizations for digital success through 5 key building blocks:
• Shared Customer Insights
• Operational Backbone
• Digital Platform
• Accountability Framework
• External Developer Platform
In the digital economy, rapid pace of change in technology capabilities and customer desires means that business strategy must be fluid. As a result, business design has become a critical management responsibility. Effective business design enables a company to quickly pivot in response to new competitive threats and opportunities. Most leaders today, however, rely on organizational structure to implement strategy, unaware that structure inhibits, rather than enables, agility. In companies that are designed for digital, people, processes, data, and technology are synchronized to identify and deliver innovative customer solutions—and redefine strategy. Digital design, not strategy, is what separates winners from losers in the digital economy.
Designed for Digital offers practical advice on digital transformation, with examples that include Amazon, BNY Mellon, DBS Bank, LEGO, Philips, Schneider Electric, USAA, and many other global organizations. Drawing on 5 years of research and in-depth case studies, the book is an essential guide for companies that want to disrupt rather than be disrupted in the new digital landscape.
ISBN-13: 9780262542760
Media Type: Paperback
Publisher: MIT Press
Publication Date: 09-21-2021
Pages: 208
Product Dimensions: 5.90(w) x 8.90(h) x 0.60(d)
Series: Management on the Cutting Edge
Jeanne W. Ross is Principal Research Scientist at the MIT Sloan Center for Information Systems Research. Cynthia M. Beath is Professor Emerita at the University of Texas McCombs School of Business. Martin Mocker is Professor at ESB Business School at Reutlingen University, Germany, and Research Scientist at the MIT Sloan Center for Information Systems Research.
What People are Saying About This
From the Publisher
A perfect primer for those looking to entrench digital capability into the DNA of their organization. This work goes beyond surfac- level improvements and fundamentally equips you for enduring success in a digital world.
—Gayan Benedict, CIO, Reserve Bank of Australia
Knowing where to start and what it takes to transform digitally is one of the biggest challenges leaders of successful organizations face. This book provides five building blocks and valuable examples that can help them to design their digital business.
—Bas Burger, CEO, BT Global Services
Not all companies are digital born, but all must offer customers new digital value propositions—or risk disruption from those that will. This insightful, well-researched book is filled with real-world examples and practical advice to help 'big, old' companies reimagine a digital future where rapid innovation fuels growth.
—Meg McCarthy, Executive Vice President, CVS Health
Designed for Digital is a must-read for leaders in banking and other industries. The authors expertly frame the challenges of this era of changing customer behaviors, increased regulation, and the arrival of new competitors, and provide building blocks for success that leverage disruptive technologies while managing legacy systems.
—Bernard Gavgani, CIO, BNP Paribas Group
An essential guide for any company already on, or about to start, its digital transformation. Through providing a common language, practical frameworks, and different approaches, the authors give you the inspiration to start and the courage to persevere on the challenging journey toward digital relevance.
—Carolyn Cameron-Kirksmith, Head of Group Strategic Development, Standard Bank Group
These three experts have been researching and writing about digital transformation since its inception. They wisely argue for new digital offerings and business models, rather than 'random acts of digital.' If you've got the motivation for this kind of change, they've got the answers for how to do it.
—Thomas H. Davenport, Distinguished Professor, Babson College; Research Fellow, MIT Initiative on the Digital Economy; author of Competing on Analytics and The AI Advantage
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Table of Contents
Series Foreword
Preface and Acknowledgments
1 Digital Business Design
2 Building Shared Customer Insights
3 Building an Operational Backbone
4 Building a Digital Platform
5 Building an Accountability Framework
6 Building an External Developer Platform
7 Developing a Roadmap for Your Digital Transformation
8 Designing Your Company for Digital
Appendix 1: Committing to an Operating Model to Build an Operational Backbone
Appendix 2: Assessing Your Building Blocks for Digital Transformation
Notes
Index
