Digital Transformation Playbook

David L. Rogers is faculty director of Columbia Business School's executive education programs in Digital Business Strategy and Digital Marketing and founder of the BRITE (brands, innovation, and technology) conference. He advises global companies such as Google, GE, Toyota, Visa, China Eastern Airlines, Kohler, and Macmillan on digital strategy and has led strategic workshops for executives in hundreds of companies from 64 countries. His most recent book is The Network Is Your Customer (2011).

Seldom have the effects of digital change on legacy businesses and innovators alike been so succinctly explained. David L. Rogers uses frameworks and case histories to illustrate how and why the times they are a changin'. And more importantly, exactly how to adapt. -- Bob Garfield, cohost of NPR's On the Media In this indispensable (and highly readable) guide, Rogers shares what we can learn from today's greatest digital innovators. Packed with illuminating case studies and practical tools, The Digital Transformation Playbook maps out clear strategies for thriving in the digital age. Don't start a business without it. -- Neil Blumenthal, cofounder and co-CEO, Warby Parker Everyone talks about digital transformation, but here's your chance to truly do it well. David Rogers provides a roadmap that every executive should read. If you're not part of the transformation of your business, it will just happen without you. Read this book and get started! -- Sree Sreenivasan, Chief Digital Office, The Metropolitan Museum of Art Every so often, a book comes along that takes a subject that is mysterious and complex and drills down to its essential essence. Think of David Rogers's The Digital Transformation Playbook as your secret weapon for getting ahead of the extremely disruptive innovations transforming business at a breathtaking speed. You can't afford not to know this stuff! -- Rita McGrath, author of The End of Competitive Advantage Rogers expertly captures the moment we're in-the swiftly changing business landscape brought on by the digital revolution-and gives practical guidance for the decisions every business must make if they want to stay relevant. -- Russell Dubner, president and CEO, Edelman U.S. Rogers explains the changes at the heart of the digital revolution. More importantly, he shows us that change is possible and how any business, no matter its age or industry, can adapt to grow for the future. -- Bernd Schmitt, author of The Changing Face of the Asian Consumer Millions of business executives at all levels are puzzled by how to adapt to the digital world. This book makes the 'solution' to the puzzle quite accessible. -- Bill Duggan, author, Strategic Intuition: The Creative Spark in Human Achievement This well-written work presents applications and techniques that would serve well company managers and students of business. Library Journal (starred review) With practical frameworks and nine step-by-step planning tools, he distils the lessons of today's greatest digital innovators and makes them usable for businesses at any stage. Accountancy Ireland

• 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