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Wanting to Transform your Business – Change the Logo?
Digitally enabled business transformation may be pervading our discussions at the moment, but in reality, this conversation theme is at least as old as the Internet, and more likely older. It was therefore with interest that I read a recent HBR article by Scott Anthony and Evan I. Schwartz which noted how often significant transformations fail. They then followed on by listing the transformations that their research identified as most successful and why. On top of the list were Amazon and Netflix; but also on the list well-known brands like Apple, Microsoft and Adobe. In reading the profiles of the companies on the list, virtually all of them had achieved their successful transformation through digitally enabled interventions. For Amazon it was the addition of their cloud services which helped grow their profitability. Netflix was able to take advantage of burgeoning and cost effective bandwidth, to introduce their popular streaming service. And of course Apple’s addition of the iPhone, iPad etc. revived their fortunes from a struggling computer manufacturer into the world’s most profitable company today.