Become a Digital master—No
ma
tter What Busi
Ness Y
ou’re
iN
f you think the phrase “going digital” is only
relevant for industries like tech, media,
and entertainment—think again. In fact,
mobile, analytics, social media, sensors, and
cloud computing have already fundamentally
changed the entire business landscape as
we know it—including your industry. The
problem is that most accounts of digital in
business focus on Silicon Valley stars and
tech start-ups. But what about the other 90-plus
percent of the economy?
In Leading Digital, authors George
Westerman, Didier Bonnet, and Andrew
McAfee highlight how large companies
in traditional industries—from nance to
manufacturing to pharmaceuticals—are
using digital to gain strategic advantage. They
illuminate the principles and practices that
lead to successful digital transformation.
Based on a study of more than four hundred
global rms, including Asian Paints, Burberry,
Caesars Entertainment, Codelco, Lloyds
Banking Group, Nike, and Pernod Ricard, the
book shows what it takes to become a Digital
Master. It explains successful transformation
in a clear, two-part framework: where to
invest in digital capabilities, and how to lead
the transformation. Within these parts, you’ll
learn:
How to engage better with your customers
How to digitally enhance operations
How to create a digital vision
How to govern your digital activities
The book also includes an extensive step-by-
step transformation playbook for leaders to
follow.
Leading Digital is the must-have guide to
help your organization survive and thrive in
the new, digitally powered, global economy.
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“Successful transformation of your organization to digital doesn’t just happen—you need to lead
it. Leading Digital shows the key elements and processes that have made Digital Masters out of
companies around the globe, in many different industries, not just high-tech. A must-read.”
—Pete Blacksha
W, G
lobal Head of Digital and Social Media, Nestlé
“The days when senior executives could delegate technology issues to their technology people
are over. Digital leadership capability is essential to thriving in a world of fast-changing
technologies. Westerman, Bonnet, and McAfee provide a clear and readable guidebook
to help any leader or manager play an effective role in turning technology challenges into
transformation opportunities, both now and in the future.”
—
michael tushmaN,
professor, Harvard Business School; coauthor, Winning Through Innovation
“To stay relevant in this new, always-connected digital universe, businesses in virtually
every industry are reinventing their business models for unprecedented customer access,
interaction, speed, and scale. Leading Digital shows how transformative companies are
navigating this disruptive era successfully—and why others are falling behind.”
—Joe
tuc
ci, Chairman and CEO, EMC Corp.
“Leading Digital provides comprehensive, fact-based insights into how multinational
companies can leverage digital technology to transform their businesses’ performance.
In this book, the authors provide not only the inspiration, but also the practical guidance
required for CEOs to successfully navigate this complex transformation.”
—Pierre Pri
Nguet
, Vice Chairman of the Board and CEO, Pernod Ricard
“Technologies—whether based on stone, steel, or software—are tools. They deliver results only
when wielded effectively. Westerman, Bonnet, and McAfee’s careful and insightful research
reveals the patterns common to the most effective leaders of the digital revolution and shows
how they are using digital technologies to deliver impressive results.”
—
erik BrYNJolfssoN,
professor, MIT Sloan School; Director, MIT Initiative on the
Digital Economy; and coauthor, The Second Machine Age
“Digital is no longer the responsibility of a few tech-savvy executives—in the age of digital
customers, it needs to be the responsibility of
every leader in the organization. Leading Digital
provides a blueprint for digital transformation.”
—charleNe li,
founder and CEO, Altimeter Group; author, Open Leadership;
and coauthor, Groundswell
GEORGE WESTERMAN is
a Research Scientist in the
MIT Initiative on the Digital
Economy. His research
and teaching help senior
executives drive competitive
advantage with digital
technology. He is coauthor of two award-
winning books: The Real Business of IT (2009)
and IT Risk (2007).
DIDIER BONNET is a Senior
Vice President at Capgemini
Consulting, where he serves
as Global Practice Leader
and heads Capgemini
Consulting’s Digital
Transformation program. He
has more than twenty-ve years’ experience in
strategy, internet economics, globalization, and
business transformation for large corporations.
ANDREW Mc AFEE is Co-
Director of the MIT Initiative
on the Digital Economy. He
has also held appointments
at Harvard Business School
and Harvard’s Berkman
Center for Internet and
Society. In 2008, McAfee was named number 38
on the Ziff Davis list of the “100 Most Inuential
People in IT.” He was also named one of the
fty most inuential people in business IT, by
Baseline Magazine. He is coauthor of The Second
Machine Age (2014) and Race Against the Machine
(2011), and the author of Enterprise 2.0 (2009).
turNiNg techNologY
iNt
o Busi
Ness traNsf
ormatio
N
GEORGE WESTERMAN | DIDIER BONNET | ANDREW McAFEE
Harvard Business review Press
Digital
le
Din
g
This book results from a joint
research program between
Capgemini Consulting and the
MIT Center for Digital Business.
ISBN-13: 978-1-62527-247-8
9 78 16 2 5 2 72 4 7 8
9 0 0 0 0
i
WESTERMAN
BONNET
McAFEE
Digitalle Ding
