Many senior executives equate “going digital” with specific phenomena such as the advent of the personal computer, the proliferation of e‐mail, the growth of enterprise resource planning systems, or the popularity of the Internet. But to think of digital business design as the sum total of the high‐tech innovations multiplying around us is a fatally incomplete view. The discipline of digital business design is about serving customers, creating unique value propositions, leveraging talent, achieving order‐of‐magnitude improvements in productivity, and increasing and protecting profits. Learn from the companies that have created great value propositions for customers and employees, achieved significant improvements in productivity, created a robust profit model, and protected both their profit streams and their customer relationships from being eroded by competitors.
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