My hardline view about the digital transformation was changed when I came across a Forbes article written by Brian Solis called “Who Owns Digital Transformation? According To A New Survey, It’s Not The CIO”. In the article, he mentions the very same skepticism I had, but with an important distinction:

“The reality is though that pretty much every company is investing in digital transformation. The difference between them and companies paving the way forward comes down to whether or not change progresses holistically in a unified manner or through individual groups without the benefit of common vision.”

Creative, insightful, helpful, and actionable; we’ve curated and categorized 75 of Medium’s best design posts from the past year.

[including] What is the Purpose of a Logo? Why it’s more about purpose than design; by Brian Solis.

As Solis states, “each group inadvertently contributes to a disconnected approach to CX because they’re attempting to solve one part of the customer’s journey and experience from their silo. Yet, customers don’t see departments, they see one brand.” He defines CX this way: “it’s the sum of all engagements a customer has with your brand in every touchpoint, in each moment of truth, throughout the customer lifecycle.” I think he has it exactly right.

World Travel Market London 2016’s Conference and Event programme experienced a 5% increase, taking the number of attendees to a record of almost 19,000.
The conference and events programme included sessions on aviation, hospitality, sports tourism, technology, digital, wellness and responsible tourism and featured some of the biggest names in the industry… Industry expert Doug Lansky and digital futurist Brian Solis were the keynote speakers.

Why are marketers undertaking digital transformation more quickly than everyone else? Solis suggested it’s because they are leading the charge in technology investments to upgrade and build touch points that lead connected customers along a more productive journey. And customer experience has become a major strategic priority for organizations that wish to remain competitive.

In a recent exclusive interview, he said thought leadership can be measured by social media responses, like followers and “likes,” or book sales and placement on the New York Times Best Sellers list.

“These are the numbers that become the standards for the next generation of thought leaders,” Solis said.

Tools like IBM Watson “introduce machine learning to understand what human beings have a hard time seeing in the context of their work,” said Brian Solis, principal analyst at Altimeter. “Machine learning will allow companies to see things they wouldn’t otherwise, because of the cognitive bias that exists in the relationship between humans and the data they collect.”

A tension remains between what digital transformation is and who should own it, said Brian Solis, principal analyst at Altimeter. “The challenge is that businesses don’t yet fully realize the promise of digital transformation or the purpose of it—they still look at it as a technology play,” he said.

“Bedrijven denken vaak dat ze de klant centraal stellen, maar in de werkelijkheid zijn het vaak de aandeelhouders. En dat is oké”, stelt Solis. “Maar de consumenten veranderen en stellen steeds hogere eisen. Bedrijven moeten nieuwe manieren zoeken om te verbinden met consumenten en waarde te creëren. Daarom moeten we human-centric zijn, om het soort ervaringen te ontwerpen dat betekenis heeft en shareable is.”

Brian Solis, who is interested in “digital anthropology,” said the possibility of being a so-called “bad friend” for opting to go mainly digital is something people are still adapting to.

“We are getting lazier, and so putting something on a wall is checked off as a personal interaction for most people,” he said. “But we’re learning the hard way, through experience — so there really is no answer to the ‘bad friend’ notion. It’s all user-defined.”