These days, digitalization in itself rarely gives you an upper hand in business. That is not saying it’s not important – it is vital for any organization. But simply translating your analog practices, processes, products and services into ones and zeros won't lead to significant growth or a sustainable competitive advantage. And it won't save you from being overtaken by disruptive competitors.
Asking how you can get a digital advantage is asking the wrong question. Instead, you should ask how digital can help you to get an advantage. It is when you reap the benefits of digital – the scalability, the personalization and the speed – and apply them to your own unique assets and challenges, that you will get the upper hand.
For us, digital is about creating new value.