Fast forward to the 21st century: in his recent book entitled Digital Transformation (2019), Silicon Valley Guru Thomas Siebel predicts that: "It is estimated that 40 percent of the companies in existence today will shut down their operations in the next 10 years....Merely following the trends of change is not enough... Organizations need to reinvent the way they interact with the changing world."
There is no "right" way to use technology. Twitter for instance, can be used as a customer service communication tool (as the airline KLM does) or alternatively as a window to understand what the competition is doing (as the pharmaceutical/chemical company Bayer does). Each business needs to discover for itself what the best use of a given technology might be.
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D I G I T A L T RAN S F ORMA T I ON I S D I F F I CU L T T O DE F I NE .
T E CHNO L OG Y I S T HE K E Y E L EMEN T O F D I G I T A L T RAN S F ORMA T I ON .
With the myriad technology offerings. which exist in the marketplace, the endurance of this misconception is understandable. Yet the definition of digital transformation is straight- forward: It is the process of learning as an organization about how best to use technology to support its business goals.
No, it is not. Learning is at the heart of digital transformation. A four year study by the Massachusetts Institute of Technology (MIT) and Deloitte which interviewed over 16.000 managers in diverse industries concluded the following: The true challenge of mastering digital disruption (and a major part of the solution) is enabling people.
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