Studying the impact of innovation on business and society

Content Standard: Report Finds Digital Transformation Requires Cultural Shifts, Not New Tech

Krystal Overmyer discussed Brian Solis’ latest research on digital transformation over at the Content Standard.


It’s undeniable that disruptive technologies have changed the way consumers interact with brands. Still, companies seem to fail to understand both what digital transformation is exactly and what it means for their brands.

According to Brian Solis, Principal Analyst at Altimeter Group, the concept of transforming digitally reflects the quest to understand disruptive technologies. Moreover, transformation implies a realignment or investment in business models that more effectively engage the digital consumer throughout their entire customer experience.

As a starting point, report author Solis suggests asking a simple question: How do your company’s digital customers differ from your traditional customers?

“From there, you learn about journeys, expectations, behaviors, and preferences,” he said in a blog post. “You start to see that the investments you make today are indeed showing signs of decay or irrelevance.”

Solis cautions that digital transformation isn’t just about investing in technology; companies also need to investigate consumer behavior at every stage of the customer life cycle. From there, companies should think about transformation with a holistic, digital-first mindset and should consider technology’s effect on consumer behavior itself.

ONE COMMENT ON THIS POST To “Content Standard: Report Finds Digital Transformation Requires Cultural Shifts, Not New Tech”

  1. Robin S says:

    Love this one. It begins to be very insightful. I hope you continue to let me play the little devil’s advocate for some of these blown up toys/trends/pipe dreams 🙂 There’s a sentence in here I don’t like and that is the one from the blog about the investments today becoming fastly irrelevant. My prospects need that explained carefully to them that my company is flexible and develops as new, relevant things become available. That’s the thing about (our) intelligent software: we can keep it continuously evolving. Something that most, fly by night apps don’t do.

Leave a Reply

Your email address will not be published. Required fields are marked *

Join Our Mailing List

You have Successfully Subscribed!

Stay Connected