Three years ago I heard a leader in a spinoff from a global automotive brand say: “We are not a car manufacturer. We’re a technology and customer experience company that happens to have a car factory.”. He asked us to prepare our workshop by omitting any “digital transformation” themes, with the premise that the company was digitally native from day 1, with no need of transformation. They were already digital. No legacy, nothing needing change.

The statement is very similar to the more known: “We are not a bank. We’re a technology company that happens to have a banking licence.”

The accuracy of these exclamations is rapidly growing.

Platform-driven value creation, subscription based business models, hyper-personalised digital customer experiences, and not least new artificial intelligence leveraging platforms… are inherently critical across every industry.

You can’t win without a strategy that leverages these capabilities, and with an important twist to the “we don’t need digital transformation”:

Digital transformation is never just about technology. It’s first about customer obsession and the mindset and culture of your own people. These are in constant change.


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