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Designed for Digital: How to Architect Your Business for Sustained Success

Practical advice for redesigning “big, old” companies for digital success, with examples from Amazon, BNY Mellon, LEGO, Philips, USAA, and many other global organizations.
By Jeanne Ross, Cynthia Beath, and Martin Mocker

REVIEW

While David Teece has argued business capabilities need to be dynamic, we all know in the digital age they need to be increasingly be digital. In my weekly discussions with CIOs, they tell me the starting point for a business transformation is not technology but people and processes. In “Designed for Digital,, the authors provide a digital business architecture but more importantly a unification theory for management in the digital age. This theory shares the role of executives in enabling experimentation, in innovation delivery, and in creating the platform for digital business offerings.

Myles Suer
#CIOChat Facilitator and CIO.com Contributor

Summary

Practical advice for redesigning “big, old” companies for digital success, with examples from Amazon, BNY Mellon, LEGO, Philips, USAA, and many other global organizations.

Most established companies have deployed such digital technologies as the cloud, mobile apps, the internet of things, and artificial intelligence. But few established companies are designed for digital. This book offers an essential guide for retooling organizations for digital success. In the digital economy, rapid pace of change in technology capabilities and customer desires means that business strategy must be fluid. As a result, the authors explain, business design has become a critical management responsibility. Effective business design enables a company to quickly pivot in response to new competitive threats and opportunities. Most leaders today, however, rely on organizational structure to implement strategy, unaware that structure inhibits, rather than enables, agility. In companies that are designed for digital, people, processes, data, and technology are synchronized to identify and deliver innovative customer solutions—and redefine strategy. Digital design, not strategy, is what separates winners from losers in the digital economy.

Designed for Digital offers practical advice on digital transformation, with examples that include Amazon, BNY Mellon, DBS Bank, LEGO, Philips, Schneider Electric, USAA, and many other global organizations. Drawing on five years of research and in-depth case studies, the book is an essential guide for companies that want to disrupt rather than be disrupted in the new digital landscape.

Five Building Blocks of Digital Business Success

  • Shared Customer Insights
  • Operational Backbone
  • Digital Platform
  • Accountability Framework
  • External Developer Platform

Designed for Digital

Hardcover
$34.95 T | £28.00 ISBN: 9780262042888 208 pp. | 6 in x 9 in 16 figures September 2019

About the Authors

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Jeanne Ross, Principal Research Scientist, MIT Sloan Center for Information Systems Research (CISR)

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Cynthia Beath, Professor Emeritus, University of Texas

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Martin Mocker, Professor, ESB Business School, and MIT CISR Research Affiliate

MIT SLOAN CENTER FOR INFORMATION SYSTEMS RESEARCH 

Founded in 1974 and grounded in the MIT tradition of rigorous field-based research, MIT CISR helps executives meet the challenge of leading dynamic, global, and information-intensive organizations. Through research, teaching, and events, the center stimulates interaction among scholars, students, and practitioners. More than ninety firms sponsor our work and participate in our consortium. 

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