In recent years, at the mere mention of the phrase ‘digital transformation’, organisations have poured funds into technology-led solutions in an almost Pavlovian response. The eye of the enterprise invariably– and understandably– shifts to these signature projects, whilst the wider organisation is left to flounder, under-funded. Often the impact is underwhelming. Sometimes, it is worse than that.
As a marketing, brand and digital expert, I have spent some time trying to pinpoint why digital transformation efforts fall short so often. I believe it is a simple issue of interpretation – or rather a misinterpretation.
The word ‘transformation’ conjures up grand, blue-sk
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