Digital business transformation : how established companies sustain competitive advantage from now to next / Nigel Vaz.

Section 1 Now 1 |
1 The Death of Business as Usual 3 |
It’s All Change 3 |
Truth, Knowledge, Vision 4 |
Constant Beta 9 |
Digital Assets and Liabilities 10 |
Digital Business Transformation: Why It’s More Than Just Technology 12 |
2 The Four Forces of Connected Change 15 |
Customer Behaviors 16 |
Technological Change 18 |
Business Models 23 |
Societal Change 26 |
3 What Is Slowing Down Established Businesses? Blocks, Brakes, and Behaviors 31 |
Top-down Decision Making 33 |
Organizational Silos 33 |
Legacy Technology 36 |
Short-termism 38 |
Talent Shortages 38 |
Values and Culture (and Purpose) 40 |
“Not Invented Here” 41 |
Section 2 Next 45 |
4 Characteristics of a Digital Business 47 |
The Inconvenient Truth 47 |
Decoding What Digital Companies Do Well 49 |
Decoding How They Do It 52 |
5 The Big Hairy Audacious Goals (BHAGs) of Digital Business Transformation 57 |
The Two BHAGs of Digital Business Transformation 58 |
Goal 1: Developing the Muscle of Continuous Change (the PS How) 59 |
Goal 2: Building the Capability to Identify and Realize Value (SPEED) 61 |
6 Strategy 65 |
Swarm Intelligence 65 |
The Role of Strategy 66 |
Anchor Strategy on Your Customer, Not Your Competition 67 |
Determine “Where to Play” by Looking at Your Market Differently (the D-3 Model) 68 |
“How to Win”: View Your Transformation as a Portfolio of Moves 71 |
Build “Your” Capabilities: The Partner Ecosystem 73 |
Bringing Products to Market: The Elusive Product-Market Fit 75 |
7 Product 77 |
Operating in Constant Beta 77 |
The Relentless Hunt for Value 79 |
The Inconvenient Truths of Product 79 |
The Forces of Change in Product 81 |
Agile, Lean, and DevOps 82 |
Banking Case Study: Transforming Product 85 |
8 Experience 89 |
Everything in Your Business Contributes to Your Customer Experience 89 |
What Is Experience, Anyway? 90 |
Orienting to the Customer 93 |
Brand Is the Experience and Experience Is the Brand 95 |
Data and Computation 100 |
What Makes a Great Experience? LEAD (Light, Ethical, Accessible, Dataful) 104 |
9 Engineering 107 |
Technology as a Cost Center to Technology as a Value-driver 108 |
Spaghetti Tech: The Layers of Enterprise IT 110 |
Moore’s Law 110 |
Legacy Technology 111 |
The Impact of Product and Rise of Engineering 112 |
Technology and Engineering 114 |
Architecture: Cloud 115 |
Microservices 116 |
Ways of Working: Agile, Lean, DevOps 118 |
Engineers 119 |
Automation 120 |
It’s All About the Talent 120 |
10 Data 123 |
Data as an Asset 125 |
Getting Started with Data 126 |
Utility: How Do You Get Useful Data on the Right Audience? 128 |
Data Architecture: Is the Data in a Format and Structure That Are Accessible? 130 |
Data Science and Artificial Intelligence 131 |
Designing for Data: How Do You Design Your Products, Services, and Experiences to Collect Data? 133 |
Ethics: How Does Becoming Data-led Impact Your Ethical Responsibility? 133 |
11 Leading a Gryphon Organization 137 |
Learning to Think Differently 138 |
Characteristics of a Gryphon Organization 140 |
Section 3 How 147 |
12 Components of Successful Digital Business Transformations 149 |
1. Always Remember the Ultimate Goals of Digital Business Transformations (the DBT BHAGs) 149 |
2. Align the Team Around a Shared Vision 150 |
3. Get C-level Buy-In 151 |
4. Anchor in Outcomes 151 |
5. Seize Your Quick Wins and Communicate 152 |
6. Move Fast 153 |
7. Be Thoughtful About Your Governance Choices 154 |
8. Choose Partners Who Will Co-create and Are a Fit for Your Team 155 |
9. Keep Your Teams Small and Cross-functional 156 |
10. Consider New Approaches to Funding That Match the Way Projects Work 157 |
13 What Transformation Journeys Actually Look Like 159 |
They Are Never a Straight Line 159 |
They Require Treating Digital as More than a Channel 161 |
They Are Almost Always Driven by Uncertainty 163 |
Without a Clear Vision, Functions Get Disconnected Fast 165 |
The Many Paths to Transformation 166 |
14 The Beginning 169 |
Why There Is No “End” 169 |
Where Do We Go from Here? 170 |
What’s in Your Digital Moat? 173 |
What Are You Building? 173 |
Everyday Superheroes 174 |

Digital Business Transformation: How Established Companies Sustain Competitive Advantage offers readers a framework for digital business transformation. Written by Nigel Vaz, the acclaimed CEO of Publicis Sapient, a global digital business transformation company, Digital Business Transformation delivers practical advice and approachable strategies to help businesses realize their digital potential. Digital Business Transformation provides readers with examples of the challenges faced by global organizations and the strategies they used to overcome them. The book also includes discussions of:
How to decide whether to defend, differentiate, or disrupt your organization to meet digital challenges
How to deconstruct decision-making throughout all levels of your organization
How to combine strategy, product, experience, engineering, and data to produce digital results
Perfect for anyone in a leadership position in a modern organization, particularly those who find themselves responsible for transformation-related decisions, Digital Business Transformation delivers a message that begs to be heard by everyone who hopes to help their organization meet the challenges of a changing world.