Ross Jeanne W. | Beath Cynthia M. | Mocker Martin: Digitalni dizajn

Jeanne W. Ross, Cynthia M. Beath and Martin Mocker: Digital Design

How to be the architect of your own business and always succeed?

As consumers, we take digital technologies for granted. We are no longer impressed by the fact that we can shop, order a ride, reserve a table at a restaurant, pay bills, watch a favorite movie, find a good recipe, or learn all about popular healing methods for any ailment, anytime, anywhere. We no longer wonder at all how all this is possible; we simply take it all as normal.

If you work in a "big and old" organization, you yourself know that in the business world adaptation to digital technology does not come so easily. Using digital technology to improve operations and create a value proposition for the consumer has proven to be a very challenging task. The question arises: if digital technologies make our lives immeasurably easier day by day, why don't they do the same for the world of business? Why are business leaders nervous about digitization instead of being delighted with how quickly they can offer new and exciting digital solutions to their consumers?

We believe that business leaders cannot just sit back and hope that the working methods in their organizations will suddenly be arranged so that they create a digitally inspired added value proposition to the consumer and eliminate all potential problems. They are the ones who need to actively design their organizations for success in digital waters.

This is precisely the reason why we decided to write this book. Through our research into large organizations, we've learned that digital transformation is a long-distance race, regardless of whether the digital world is thought to mean more or less speed. This is because it requires the organization to redesign the very essence of the way it has been doing business. Although no large organization has yet completed the transformation process definitively, there are a small number of them that show the right way. By sharing their combined stories and analyzing their experiences, we hope to help you choose the right path for you.

Digital technologies are fundamentally changing everything. Leaders of "big and old" organizations can no longer rely on the old rules to successfully play this brand new game. The talents, skills, processes, systems and roles that made your organization successful in the past literally become irrelevant overnight. If your "big and old" organization wants to be competitive in the digital economy, you need to redesign it in a digital way.
No one says it's easy, but now is the right time to start.

Who should read this book?
This book is written for executive managers from already established organizations (as we used to affectionately call them: "big and old" organizations) who want to be at the top with the help of new digital offers, and not trot behind. to others. We will describe the basic fundamental components by which digital transformation takes place: from creating a vision of new, digitally inspired value propositions, through gaining knowledge about which digital propositions consumers are willing to pay for, through providing technology and process platforms for digital propositions, all the way to designing a responsibility model that enables employees to achieve all this.