Companies are not driven by the desire to “go digital”: the focus is on using digital to achieve specific business objectives. therefore, digital initiatives are rarely seen as separate projects with their own specific KPIs. Digital is a journey with no clear destination in sight: companies appear to be threading along their own digital pathway through their respective challenges in pursuit of distinct opportunities
not all companies need a dedicated digital strategy: as long as the absence of a digital strategy is not due to neglect or lack of understanding of the impact of digital. Digital success is primarily about people not technology: success is perceived as being rooted in leadership and management, yet a significant proportion of respondents feel this gets insufficient attention.
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