Keynote - Jeanne W. Ross Director and Principal Research Scientist of MIT CISR
About her new book - Designed for Digital - How to Architect Your Business for Sustained Success
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 business success. Digital success involves delivering new customer value propositions that are inspired by the capabilities of digital technologies. Because established companies typically are designed to optimize efficiency and reliability, they find it difficult to develop new digital offerings that solve customer problems. Designed for Digital offers practical advice to established companies on redesigning their business for digital success, with examples that include Amazon, BNY Mellon, DBS Bank, LEGO, Philips, Schneider Electric, USAA, and many other global organizations. After describing what digital design is not—it's not restructuring, or an end state, or IT architecture—the book systematically lays out the five building blocks of digital success: shared customer insight, or generating and circulating knowledge about changing customer desires; an operational backbone, or using digital technologies to improve core operations; a digital platform, to enable the rapid creation of digital offerings; an accountability framework, establishing ownership for each digital component; and an external developer platform, to expand the range of solutions available to customers. Finally, the book discusses developing a roadmap for digital transformation—how to sequence the building blocks according to a company's specific needs and capacities. Drawing on five years of research and in-depth case studies, Designed for Digital is an essential guide for companies that want to disrupt rather than be disrupted in the new digital landscape.