The main obstacle to digital transformation

Whenever we think digital transformation, we naturally think marketing, communication, product development or retail.  We generally try to figure out how to offer a seamless experience to our clients.   Many fantastic models and matrices exist to help accomplish this.

Nonetheless, through my various experiences with global groups and international brands, I have realized that the operational problem, as important as it may seem, isn’t the central issue.

I once met with the head of a very well known B2C brand in France.  I had been asked to convince her that there were alternatives to TV marketing, particularly internet. …