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Rethink Your Approach to Digital Strategy: Experiment and Engage

Title Author(s) Type Topic(s) Comments Date
Rethink Your Approach to Digital Strategy: Experiment and EngageRoss, Jeanne W.
Mocker, Martin
Beath, Cynthia M.
Research BriefingBusiness Agility
Digital Innovation
IT-based Business Transformation
Abstract: Digital strategies must tackle two uncertainties: what digital technologies can do to help solve customer problems, and what solutions customers would be willing to pay for. Successful digital strategies produce digital offerings—what emerges at the intersection between what is possible and what customers want. Companies must pursue a continuous stream of business experiments and engage with customers to maintain a fix on the point of intersection. This approach to strategy formulation is vital to the survival of established companies. In this briefing, we describe the habits that help companies to choose the right solutions and be competitive.

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