Skip Article Header. Skip to: Start of Article. Image: keoni101/Flickr
Social media, mobile, wearables, Internet of Things, real-time these are just some of the technologies that are disrupting markets. Changes in how people communicate, connect, and discover are carrying incredible implications for businesses and just about anything where people are involved. Its not so much that technology is part of our everyday life or that technology is relentless in its barrage on humanity.
The real threat and opportunity in technologys disruption lies in the evolution of customer and employee behavior, values, and expectations. Companies are faced with a quandary as they invest resources and budgets in current technology and business strategies (business as usual) versus that of the unknown in how those investments align, or dont, with market and behavior shifts.
This is a time of digital Darwinism an era where technology and society are evolving faster than businesses can naturally adapt. This sets the stage for a new era of leadership, a new generation of business models, charging behind a mantra of adapt or die.
Rather than react to change or be disrupted by it, some forward-looking companies are investing in digital transformation to adapt and outperform peers.In November 2012, research-based consultancy Capgemini published a report studying the digital maturity of companies pursuing digital transformation. In its report, The Digital Advantage: How digital leaders outperform their peers in every industry, Capgemini found that those companies that are highly vested in both digital intensity and transformation management intensity, aka The Digirati, derive more revenue from their physical assets, theyre more profitable, and they also possess high market valuations.
Why is That?
It comes down to one word, relevance. If consumer behavior is evolving as a result of technology, businesses either compete to get ahead of it, they perpetually react to it, or they belittle it. One of the most problematic aspects around digital maturity is that technology is both part of the solution and also part of the problem.
Enter digital transformation.
Digital transformation may sound like its something youd hear in buzzword bingo, but it is one of the most important movements facing businesses today. It is forcing businesses to look beyond the world as they know it, observe how things are changing on the outside, to change transform philosophies, models, and systems on the inside. Ask 10 different experts in digital transformation for their definition of it though and you may just get 10 different answers. Before strategists can consider digital transformation, they at least have to know what it is, why its important, and what they need to do.
In 2013, I set out to better understand the catalyst and challenges around digital transformation and also the people driving it forward. It is indeed a deep and complex topic. I had to focus my research. Capgemini among others have already made tremendous headway in their work around technology and process models defining the evolution of digital maturity. One of the things I heard over and over was the need to know whos responsible for it and how do companies take steps in the right direction. Specifically, strategists wanted to know how to make the case in the absence of executive leadership pointing in new directions and leading teams to adapt or die! As a result, I explored digital transformation from a more human perspective. After a year of interviewing 20 leading digital strategists at some of the biggest brands around the world, I released my latest report, Digital Transformation: Why and How Companies are Investing in New Business Models to Lead Digital Customer Experiences.
What is Digital Transformation?
Again, it is a sweeping topic. Simply defined, digital transformation the intentional effots to adapt to this onslaught of disruptive technologies and how its affecting customer and employee behavior. As technology becomes a permanent fixture in everyday life, organizations are forced to update legacy technology strategies and supporting methodologies to better reflect how the real world is evolving. And, the need to do so is becoming increasingly obligatory.
In my research, I concentrated on how businesses are pursuing digital transformation in their quest to specifically understand how disruptive technology affects the customer experience. In turn, I learned how companies are reverse engineering investments, processes, and systems to better align with how markets are changing.
Because its focusing on customer behavior, digital transformation is actually in its own way making businesses more human. As such, digital transformation is not a specifically about technology, its empowered by it. Without an end in mind, digital transformation continually seeks out how to use technology in ways that improve customer experiences and relationships. It also represents an effort that introduces new models for business and, equally, creates a way of staying in business as customers become increasingly digital.
Some key findings from my research include:
While early in its evolution, digital transformation represents the next big thing in customer experience and, ultimately, how business is done. Those companies that get it and invest more in learning about their digital customers behaviors, preferences, and expectations will carry a significant competitive advantage over those that figure it out later (if at all). What separates typical new technology investments from those pursued by companies in my report is the ongoing search to find answers to problems and opportunities presented by the nuances of digital customers.
For example:
In the end, digital transformation is not a fad or a trendy moniker. It represents the future of business through the re-alignment of, or new investment in, technology and business models to more effectively engage digital consumers at every touchpoint in the customer experience lifecycle. Its bigger than any one area of technology disruption though and thats the point. Social media, mobile, cloud, et al. are converging into a greater force to push businesses out of comfort zones and into areas where true innovation can manifest.
The Result?
The roles and objectives of everyday marketing, social media, web, mobile and customer service and loyalty, can evolve to meet the needs and expectations of a more connected and discerning digital customer. Additionally, the outcome of even the smallest investments in change brings together typically disparate groups to work in harmony across the entire customer journey. This allows teams to cooperate, or merge into new groups, in uniting the digital journey to improve engagement; deliver a holistic experience; and eliminate friction, gaps, and overlap.
Perhaps the most important takeaway from my research is the pure ambition to make businesses relevant in a digital era.
The road to digital transformation is far from easy, but it carries great rewards for businesses and customers alike. It takes a village to bring about change, and it also takes the spark and perseverance of one person to spot important trends and create a sense of urgency around new possibilities.
But make no mistake. Digital transformation efforts grow market opportunities and profits as well as scaling efficiently in the process.
#AdaptorDie
Brian Solis is a principal analyst at Altimeter Group. He is also an award-winning author, promine
nt blogger, and keynote speaker. @briansolis
See the article here:
Digital Darwinism: How Disruptive Technology Is Changing ...
- Darwinists Devolve - Discovery Institute - February 11th, 2024 [February 11th, 2024]
- Darwin's fatal competition model - Times of Malta - February 11th, 2024 [February 11th, 2024]
- Bitcoin Halving Is Poised to Unleash Darwinism on Miners - CoinDesk - December 12th, 2023 [December 12th, 2023]
- David Gelernters Farewell to Darwinism - Discovery Institute - November 20th, 2023 [November 20th, 2023]
- Darwinizing the Universe: A Theory That Explains Everything ... - BreakPoint.org - November 20th, 2023 [November 20th, 2023]
- Science Lab: Evolving Dak, McCarthy on the attack - DallasCowboys.com - November 20th, 2023 [November 20th, 2023]
- How to ensure that all students have scientific literacy - Inside Higher Ed - August 14th, 2023 [August 14th, 2023]
- The Darwinism of timepieces - Manila Bulletin - May 2nd, 2023 [May 2nd, 2023]
- ProSocial World: How the principles of evolution can create lasting ... - Science Daily - May 2nd, 2023 [May 2nd, 2023]
- New National Museum of Wildlife Art exhibition announced - Buckrail - May 2nd, 2023 [May 2nd, 2023]
- Digital Darwinism: How To Build Future-fit Foundations For Business ... - The Drum - April 22nd, 2023 [April 22nd, 2023]
- In Breath-Holding, Kate and a Croc Are Champions - Discovery Institute - April 22nd, 2023 [April 22nd, 2023]
- How the principles of evolution can create lasting global change ... - Binghamton - April 22nd, 2023 [April 22nd, 2023]
- What is essentialism? And how does it shape attitudes to transgender people and sexual diversity? - Phys.org - April 22nd, 2023 [April 22nd, 2023]
- Media CEO Says Writers Should Be Using AI to Churn Out 30-50 ... - Futurism - April 22nd, 2023 [April 22nd, 2023]
- Survival of the richest - Perspective Magazine - April 22nd, 2023 [April 22nd, 2023]
- Darwinism - an overview | ScienceDirect Topics - February 7th, 2023 [February 7th, 2023]
- Darwinism Theory of Evolution (With Criticism) | Biology - January 4th, 2023 [January 4th, 2023]
- Survival of the fittest | Definition, Applications, & Examples - December 25th, 2022 [December 25th, 2022]
- Naturalistic fallacy - Wikipedia - December 25th, 2022 [December 25th, 2022]
- Social Darwinism | Definition & Facts | Britannica - December 21st, 2022 [December 21st, 2022]
- Epigenetics Directs Genetics And Thats a Problem for Darwinism - December 16th, 2022 [December 16th, 2022]
- Herbert Spencer | Biography, Social Darwinism, Survival of the Fittest ... - November 27th, 2022 [November 27th, 2022]
- Herbert Spencer and Social Darwinism - SciHi BlogSciHi Blog - November 27th, 2022 [November 27th, 2022]
- Epigenetics: Adaptation Without Darwinism CEH - November 21st, 2022 [November 21st, 2022]
- Is Darwinism a Theory in Crisis? | Evolution News - November 21st, 2022 [November 21st, 2022]
- Social Darwinism | Examples & History - Study.com - October 25th, 2022 [October 25th, 2022]
- Survival of the fittest - Wikipedia - October 23rd, 2022 [October 23rd, 2022]
- Michael Behe: Game Over for Darwinism | Evolution News - October 23rd, 2022 [October 23rd, 2022]
- Gnter Bechlys Journey to Faith - Discovery Institute - October 13th, 2022 [October 13th, 2022]
- Gene Sharing Is More Widespread than Thought | Evolution News - October 6th, 2022 [October 6th, 2022]
- The Complicated Legacy of Herbert Spencer, the Man Who Coined 'Survival ... - October 6th, 2022 [October 6th, 2022]
- Darwinian Racism, Past and Present - Discovery Institute - October 6th, 2022 [October 6th, 2022]
- God Created Wholes, Not Parts | Peter J. Leithart - First Things - October 6th, 2022 [October 6th, 2022]
- Does Ian Remind Us We're in This Together? - LA Progressive - October 6th, 2022 [October 6th, 2022]
- A Pleasure to Serve - by Kevin D. Williamson - The Dispatch - October 6th, 2022 [October 6th, 2022]
- Opinion: Darwin, mega trends and tech drive food and beverage venture investing - FoodBev.com - October 6th, 2022 [October 6th, 2022]
- The mad, bad and dangerous theories of Thomas Henry Huxley - The Spectator - October 6th, 2022 [October 6th, 2022]
- Emily Whitten: Start with evolution | WORLD - WORLD News Group - September 20th, 2022 [September 20th, 2022]
- The Fading All-American Story - Word and Way - September 20th, 2022 [September 20th, 2022]
- What did the U.S. know about the Holocaust and when did we know it? - Forward - September 20th, 2022 [September 20th, 2022]
- What now for the British monarchy and its legacy for First Nations people? - National Indigenous Times - September 15th, 2022 [September 15th, 2022]
- Why Darwin Eclipsed Wallace: Darwin and the English Class System - Discovery Institute - August 25th, 2022 [August 25th, 2022]
- Michael Behe Debates Evolution and Catholicism - Discovery Institute - August 25th, 2022 [August 25th, 2022]
- Critical Race Theory's Merchants of Doubt | Time - TIME - August 2nd, 2022 [August 2nd, 2022]
- Survival of the briefest | Strictly Opinion | richmondregister.com - Richmond Register - August 2nd, 2022 [August 2nd, 2022]
- Critical Race Theorys Merchants of Doubt - Yahoo News - August 2nd, 2022 [August 2nd, 2022]
- Experts Share Opinions on Aliens and Humanity's Role in Space Exploration - The Future of Things - July 27th, 2022 [July 27th, 2022]
- Gnter Bechly: Species Pairs Wreck Darwinism - Discovery Institute - July 3rd, 2022 [July 3rd, 2022]
- Donate Darwinism for a Tax Credit? Evolutionists Admit Their Field's Failures - Discovery Institute - July 3rd, 2022 [July 3rd, 2022]
- Do we need a new theory of evolution? - The Guardian - June 30th, 2022 [June 30th, 2022]
- Overruling Roe v. Wade: The International Dimension - International Policy Digest - June 30th, 2022 [June 30th, 2022]
- On Darwinism and the Abdication of Reason - Discovery Institute - June 22nd, 2022 [June 22nd, 2022]
- Fact-Checking Professor Dave on Darwinism | Evolution News - June 5th, 2022 [June 5th, 2022]
- Texas Conservatives: Defenders Of Capitalism And The Free Market? Not So Much - Reform Austin - May 25th, 2022 [May 25th, 2022]
- Humans Could Go Extinct. Here's How and Who's Trying to Stop It - CNET - May 25th, 2022 [May 25th, 2022]
- Darwin, Galton, and Replacement Theory - Discovery Institute - May 21st, 2022 [May 21st, 2022]
- UPES takes the lead in rebooting business education and entrepreneurship - Times of India - May 21st, 2022 [May 21st, 2022]
- The implementation of brand safety is weak in India: MMA Impact India 2022 - The Financial Express - May 21st, 2022 [May 21st, 2022]
- The Real Roots of Racism: Pseudo-Science - Discovery Institute - May 13th, 2022 [May 13th, 2022]
- How We Moved Beyond Darwin to the Miracle of Man - Discovery Institute - May 13th, 2022 [May 13th, 2022]
- Opinion | Courage Seemed to be Dead. Then Came Zelensky. - The New York Times - May 13th, 2022 [May 13th, 2022]
- As PopSci turns 150, we reflect on the highs and lows of our long history - Popular Science - May 3rd, 2022 [May 3rd, 2022]
- "RB takes Darwinism very seriously" Lando Norris doesn't think highly of Red Bull driver programme; Carlos... - The Sportsrush - April 29th, 2022 [April 29th, 2022]
- Darwinism and the So What? Question: John West's Darwin Day in America - Discovery Institute - March 27th, 2022 [March 27th, 2022]
- Andrew Carnegie - Social Darwinism & Andrew Carnegie - March 23rd, 2022 [March 23rd, 2022]
- The Rise of Theistic Darwinism - Discovery Institute - March 23rd, 2022 [March 23rd, 2022]
- The Racism of Darwin and Darwinism - Discovery Institute - February 11th, 2022 [February 11th, 2022]
- Darwin's Rhetorical Foundation of Sand: Theological Utilitarianism - Discovery Institute - February 11th, 2022 [February 11th, 2022]
- Darwin's Reticence: On the Origin of a Book - Discovery Institute - February 11th, 2022 [February 11th, 2022]
- Evolutionary Thinking: On Darwinism, Doubt and Dunedin - RNZ - February 11th, 2022 [February 11th, 2022]
- Top Scientific Problems with Evolution - Discovery Institute - February 11th, 2022 [February 11th, 2022]
- Allowing 'Darwinism to Kill Off' the 'Foolish' Unvaccinated is a 'Necessary Evil,' According to a D.C. Mayor's Office official - The Lee Daily... - February 7th, 2022 [February 7th, 2022]
- Darwin and the Newtonian Metanarrative - Discovery Institute - January 30th, 2022 [January 30th, 2022]
- Social Darwinism - Communication Theory - December 29th, 2021 [December 29th, 2021]
- The Dead Talk Back to Darwin - Discovery Institute - December 15th, 2021 [December 15th, 2021]
- Materialist Science as Paternalistic Propaganda - Discovery Institute - December 15th, 2021 [December 15th, 2021]
- Why Darwinism Is False | Discovery Institute - December 3rd, 2021 [December 3rd, 2021]
- Herbert Spencer: Theory & Social Darwinism - Video ... - December 3rd, 2021 [December 3rd, 2021]
- Social Welfare History Project Social Darwinism and the Poor - November 28th, 2021 [November 28th, 2021]