Project Management

Why Digital Must Be Your Driver

Howard Tiersky

The world is changing rapidly, and once-loved “legacy” brands are falling out of favor. The reason is painfully simple. At one time these brands exceeded customers’ needs and stood for something they cared about. (That’s how you earn love.) But today’s customers are different. Very different. The vast majority are living a lifestyle that has digital at the center—and many companies haven’t transformed to meet them there.

Digital is no longer just a “need” for customers. Expecting to access a seamless digital experience on demand is more like a value. If you can’t provide that, you’re not only not resonating with their lifestyle, you’re in conflict with their fundamental worldview.

The move toward total digital immersion has been happening for a while; COVID has only accelerated it. And here’s the thing: Almost all businesses have digital operations, so you may think yours is meeting customer expectations. But there’s a good chance it’s falling short.

To deliver “digital” at the increasingly elegant level today’s customers expect, most of today’s large companies need to reinvent themselves in a variety of ways, and quickly. Unfortunately, many aren’t designed for this kind of rapid change. They might lack an aligned vision, or encounter resistance, or have the wrong technology. Maybe they’re entrenched in a way of thinking that just isn’t customer-centric. And so …

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"Imagine if every Thursday your shoes exploded if you tied them the usual way. This happens to us all the time with computers, and nobody thinks of complaining."

- Jeff Raskin