The Digital Transformation Playbook: Rethink Your Business for the Digital Age (Columbia Business School Publishing)

**Rethink your business for the digital age.** Every business begun before the Internet now faces the same challenge: How to transform to compete in a digital economy? Globally recognized digital expert David L. Rogers argues that digital transformation is not about updating your technology but about upgrading your strategic thinking. Based on Rogers's decade of research and teaching at Columbia Business School, and his consulting for businesses around the world, __The Digital Transformation Playbook__ shows how pre-digital-era companies can reinvigorate their game plans and capture the new opportunities of the digital world. Rogers shows why traditional businesses need to rethink their underlying assumptions in five domains of strategy―customers, competition, data, innovation, and value. He reveals how to harness customer networks, platforms, big data, rapid experimentation, and disruptive business models―and how to integrate these into your existing business and organization. Rogers illustrates every strategy in this playbook with real-world case studies, from Google to GE, from Airbnb to the __New York Times__. With practical frameworks and nine step-by-step planning tools, he distills the lessons of today's greatest digital innovators and makes them usable for businesses at any stage. Many books offer advice for digital start-ups, but __The Digital Transformation Playbook__ is the first complete treatment of how legacy businesses can transform to thrive in the digital age. It is an indispensable guide for executives looking to take their firms to the next stage of profitable growth. "Every business begun before the Internet now faces the same challenge: How to transform to compete in a digital economy? Globally recognized digital expert David L. Rogers argues that digital transformation is not about updating your technology but about upgrading your strategic thinking. Based on Rogers's decade of research and teaching at Columbia Business School, and his consulting for businesses around the world, The Digital Transformation Playbook shows how pre-digital-era companies can reinvigorate their game plans and capture the new opportunities of the digital world. Rogers shows why traditional businesses need to rethink their underlying assumptions in five domains of strategy--customers, competition, data, innovation, and value. He reveals how to harness customer networks, platforms, big data, rapid experimentation, and disruptive business models--and how to integrate these into your existing business and organization. Rogers illustrates every strategy in this playbook with real-world case studies, from Google to GE, from Airbnb to the New York Times. With practical frameworks and nine step-by-step planning tools, he distills the lessons of today's greatest digital innovators and makes them usable for businesses at any stage. Many books offer advice for digital start-ups, but The Digital Transformation Playbook is the first complete treatment of how legacy businesses can transform to thrive in the digital age. It is an indispensable guide for executives looking to take their firms to the next stage of profitable growth."--Publisher's description Drawing on years of experience as an educator, researcher, and consultant, David L. Rogers identifies five key rules—and provides practical, hands-on tools—that will help businesses of all sizes adapt, innovate, and maximize value creation. Rogers shows that, rather than being "disrupted" by digital business models, any business can learn the rules of today's leading digital enterprises. This playbook is all business leaders need to create and pursue a digital plan that works. A practical action plan for businesses seeking to adapt and grow in today’s digital market. Table of Contents Preface 1. The Five Domains of Digital Transformation: Customers, Competition, Data, Innovation, Value 2. Harness Customer Networks 3. Build Platforms, Not Just Products 4. Turn Data Into Assets 5. Innovate by Rapid Experimentation 6. Adapt Your Value Proposition 7. Mastering Disruptive Business Models Conclusion Self-Assessment: Are You Ready for Digital Transformation? More Tools for Strategic Planning Notes Index About the Author Every business begun before the Internet now faces the same challenge: how to transform to compete in a digital economy? Rogers argues that digital transformation is not about updating your technology but about upgrading your strategic thinking. He shows how pre-digital-era companies can reinvigorate their game plans and capture the new opportunities by rethinking the five domains of strategy: customers, competition, data, innovation, and value