The Digital Transformation Playbook: Rethink Your Business for the Digital Age

293 Pages·2016·1.53 MB·English

by  David L. Rogers

THE DIGITAL
TRANSFORMATION
PLAYBOOK
Rethink your business for the digital age
DAVID L. ROGERS
THE DIGITAL TRANSFORMATION PLAYBOOK
Columbia University Press
Publishers Since 1893
New York Chichester, West Sussex
cup.columbia.edu
Copyright © 2016 David L. Rogers
All rights reserved
Library of Congress Cataloging-in-Publication Data
Names: Rogers, David L., 1970– author.
Title: Te digital transformation playbook : rethink your business
for the digital age / David L. Rogers.
Description: New York : Columbia University Press, [2016] |
Includes bibliographical references and index.
Identifers: LCCN 2015037126| ISBN 9780231175449 (cloth : alk. paper) |
ISBN 9780231541657 (e-book)
Subjects: LCSH: Technological innovations—Management. |
Information technology—Management. | New products. | Strategic planning.
Classifcation: LCC HD45 .R6335 2016 | DDC 658.4/062—dc23
LC record available at http://lccn.loc.gov/2015037126
Columbia University Press books are printed on permanent and
durable acid-free paper.
Tis book is printed on paper with recycled content.
Printed in the United States of America
c 10 9 8 7 6 5 4 3 2 1
Jacket design: Elliot Strunk/Fifh Letter
References to websites (URLs) were accurate at the time of writing.
Neither the author nor Columbia University Press is responsible for URLs
that may have expired or changed since the manuscript was prepared.
For my parents, two writers who got me writing
contents
Preface ix
1 The Five Domains of Digital Transformation:
Customers, Competition, Data, Innovation, Value 1
2 Harnes Customer Networks 19
3 Build Platforms, Not Just Products 50
4 Turn Data Into Asets 89
5 Innovate by Rapid Experimentation 123
6 Adapt Your Value Proposition 165
7 Mastering Disruptive Business Models 194
Conclusion 239
viii C O N T E N T S
Self-Assessment: Are You Ready for Digital Transformation? 243
More Tools for Strategic Planning 247
Notes 249
Index 261
About the Author 277
preface
Te rules of business have changed. In every industry, the spread of new
digital technologies and the rise of new disruptive threats are transforming
business models and processes. Te digital revolution has turned the old
business playbook upside down.
In my own work, teaching and advising business leaders from compa-
nies around the world, I repeatedly hear the same urgent question: How do
we adapt and transform for the digital age?
Businesses founded before the rise of the Internet face a stark chal-
lenge: Many of the fundamental rules and assumptions that governed and
grew their businesses in the pre-digital era no longer hold. Te good news
is that change is possible. Pre-digital businesses are not dinosaurs doomed
to extinction. Teir disruption is not inevitable. Businesses can transform
themselves to thrive in the digital age.
In this book I explore the phenomenon of digital transformation: What
separates businesses that manage to adapt and thrive in a digital world from
those who fail?
In pursuing the answers to this question, I have been privileged to draw
on the insights, perspectives, and questions of an amazing range of execu-
tives and entrepreneurs, both through my consulting and keynote speak-
ing, and in my Columbia Business School executive programs on digital