The Digital

Transformation Playbook
Rethink Your Business
for the Digital Age

@David_Rogers
Author, The Digital Transformation Playbook
Faculty, Columbia Business School
3
Books & research

4
Some companies worked with
 ≠

Founded Founded
2009 1892
Digital transformation is not
about technology
From passive targets… to dynamic networks
Mass market model

Company
Customers

11
Customer network model

Customer Customer

Blogs
Comments

Customer Customer

Company

Forums

Customer

12
From products… to platforms
Platforms: 8 of 10 Largest Co’s Started Since 1994
From silos… to strategic asset
From top-down planning… to experimentation
Deepa Bachu
 Challenge:
Financial product to raise Indian farmers’ income 10%
 Buyer-Seller
online auction
 Buyer-Seller Supply-side
online auction crop
information
 Buyer-Seller Supply-side SMS based
online auction crop buyer-seller
information matching
 Buyer-Seller Supply-side SMS based
online auction crop buyer-seller
information matching

Farmer income
+20%
1m customers
Traditional innovation cycle

Observe Generate Analyze Team Design Build Launch Customer

ideas & discuss decision product product & market response

$ $ $ $ $
$ $
$ $ Cost of learning
$ $ $ $ $

Innovation by rapid experimentation

Observe Generate Design Customer
ideas prototype response
& test

$ $ Cost of learning $
From defending… to adapting
“Our competition is not other
museums. It’s Netflix, Candy Crush.
We’re fighting for attention.”
– Sree Sreenivasan, Chief Digital Officer
DISRUPTION?
“By the time we stopped publishing the print set,
the sales represented only about 1% of our business.
We’re as profitable now as we’ve ever been.”
-- Jorge Cauz, President
Digital transformation is not about technology,

…it is about STRATEGY, LEADERSHIP,

and new ways of THINKING
Questions?

Email me:
David.Rogers@columbia.edu

Download a CHAPTER:
www.DigitalTransformationPlaybook.com