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Transformation Playbook
Rethink Your Business
for the Digital Age
@David_Rogers
Author, The Digital Transformation Playbook
Faculty, Columbia Business School
3
Books & research
4
Some companies worked with
≠
Founded Founded
2009 1892
Digital transformation is not
about technology
From passive targets… to dynamic networks
Mass market model
Company
Customers
11
Customer network model
Customer Customer
Blogs
Comments
Customer Customer
Company
Forums
Customer
12
From products… to platforms
Platforms: 8 of 10 Largest Co’s Started Since 1994
From silos… to strategic asset
From top-down planning… to experimentation
Deepa Bachu
Challenge:
Financial product to raise Indian farmers’ income 10%
Buyer-Seller
online auction
Buyer-Seller Supply-side
online auction crop
information
Buyer-Seller Supply-side SMS based
online auction crop buyer-seller
information matching
Buyer-Seller Supply-side SMS based
online auction crop buyer-seller
information matching
Farmer income
+20%
1m customers
Traditional innovation cycle
$ $ $ $ $
$ $
$ $ Cost of learning
$ $ $ $ $
$ $ Cost of learning $
From defending… to adapting
“Our competition is not other
museums. It’s Netflix, Candy Crush.
We’re fighting for attention.”
– Sree Sreenivasan, Chief Digital Officer
DISRUPTION?
“By the time we stopped publishing the print set,
the sales represented only about 1% of our business.
We’re as profitable now as we’ve ever been.”
-- Jorge Cauz, President
Digital transformation is not about technology,
Email me:
David.Rogers@columbia.edu
Download a CHAPTER:
www.DigitalTransformationPlaybook.com