Digital Transformations Start With The Customer, Not Technology

In a time when technology rules and a digital strategy is table stakes, it may surprise you that the cornerstone of a successful digital transformation is, in fact, not technology. Instead, businesses should turn their focus to uncovering the needs and desires of the customer. There, they will find the answers they so desperately seek on how to implement and sustain an effective digital transformation project in their own workplace.

As Nathan Furr and Andrew Shipilov expertly explained in their article that debunked common myths on digital disruption in the Harvard Business Review, "Managers often think that digital transformation is primarily about technology change. Of course technology change is involved — but smart companies realize that transformation is ultimately about better serving customer needs, whether through more-effective operations, mass customization, or new offers."

Continue reading the article on Forbes.com