Companies experience disruption from SMACIT and other digital technologies as a result of competitors combining business value propositions with technology and information to undermine either the companies’ relationships with customers or their product service portfolio. To counter these threats and leverage digital opportunities, business leaders must rethink their business strategies and create what we refer to as a digital strategy. In this briefing we describe findings from our research to highlight three characteristics of an effective digital strategy: it is (1) focused on one clear competitive strength, (2) directional rather than targeted at an end state, and (3) enabled by strong digital capabilities.
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