MIT Sloan Management Review Article on Let Your Digital Strategy Emerge

Business leaders of established companies have come to understand that digital technologies are upending traditional business models. Once you have surrendered to that reality, it’s time to define a business strategy that is inspired by the capabilities of digital technologies. That won’t be easy. Digital strategies must tackle two questions that are shrouded in uncertainty: What can data and digital technologies do to help us solve customer problems? What solutions will customers find valuable?

Digital technologies are game-changing in helping solve customer problems because they deliver three critical capabilities: ubiquitous data, unlimited connectivity, and massive automation. Those capabilities make possible entirely new revenue streams. Digital companies generate revenue from digital offerings — information-enriched solutions wrapped in a seamless, personalized experience. Thus, every company must learn what solutions are possible.

About the Author

Jeanne Ross is principal research scientist for MIT’s Center for Information Systems Research. Follow CISR on Twitter @mit_cisr.

Learn more about MIT SMR.