The most effective responses to digital disruption don’t make use of technology at all.
In our present age of digital disruption, it makes intuitive sense that companies would want to “fight fire with fire,” employing the latest and greatest technology to gain competitive advantage in a digital world. This is flawed thinking.
Indeed, just because digital technologies are causing many of the challenges companies face, it doesn’t mean that technology is necessarily the solution to those problems.
One can be forgiven for the misconception that responding to digital disruption requires implementing or utilizing technology, because it’s an assumption inherent in many definitions of digital transformation. For example, Salesforce defines digital transformation as “the process of using digital technologies to create new — or modify existing — business processes, culture, and customer experiences to meet changing business and market requirements.” Citrix defines digital transformation as “the strategic adoption of digital technologies, such as a digital workspace, to improve processes and productivity, manage business risk, and improve customer service.”
Source From: MITSloan Management Review