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Being digitally transformed is not your goal

The concept of being digitally transformed exists in various forms on most companies’ agendas. Some add roles such as Chief Digital Officer (CDO) or Transformation Manager, with a huge responsibility to change business and operations using technology.

However, this change should lie with those responsible for the company’s core processes. For example, the ones in charge of Manufacturing, Product, Sales and Marketing. The company’s business goals are likely to be the same as always, i.e. growth and profitability.

Setting goals about being the most digitised company, the degree of innovation, or delegating down or away responsibility from the company’s management, is to jeopardise the company’s competitiveness.

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