The Digital Transformation Playbook: Rethink Your Business for the Digital Age

178; network effects and, 60; 
platforms competing for, 68, 
68–71; product demos of, 33; 
rethinking, 168, 168–69; strength 
of current, 184–85, 186
value network: disruption 
components, 204, 207–8; 
disruption examples, 208–13, 
209, 210, 212; disruption 
identification by, 222; value 
proposition compared to, 203–4
value proposition: budgeting for, 
191; concept comparison, 177–79, 
178; disruption components, 188, 
189, 204–6; disruption examples, 
208–13, 209, 210, 212; disruption 
identification by, 220–22; early 
adaptation of, 175–77; element 
generation, 186–87, 187; element 
identification, 182, 183; element 
levels, 188, 189; employee 
reconfiguration for, 191; forward-
looking revision of, 187–88, 
189; key success example of, 
165–67, 167; leadership, 189–90; 
organizational challenges of, 
188–93; in shrinking market, 1–2, 
169–76, 170; strategy changes, 
5, 7, 9–10, 168, 168–69; strategy 
playbook, 11, 14; unique, 42, 83; 
value network compared to, 203–4
value proposition roadmap 
tool: competition and threat 
identification, 182, 184, 185; 
customer identification, 181–82, 
183; ideation, 186–87, 187; 
overview, 180, 181; review and 
synthesis, 187–88, 189; strength 
evaluation, 184–85, 186
value trains: application of, 84, 85; 
disruption, 229–30; elements of, 
80–81, 81; leverage in, 81, 81–83, 
82; purpose of, 79–80; rules of 
power in, 83–84

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276
I N D E X
Vidal, Gore, 74
voice-recognition systems, 101
Walmart, 32
Warby Parker, 208, 212, 212–13, 
214–15, 216
warfare mentality, 74, 86–87
Washington Post, 82
Watson, 100–101
Wawa, 130
Waze, 29, 104, 106
Weather Channel, The (TWC), 89–91
Weaver, Mike, 117–18
WhatsApp, 217–18, 230–31, 232
whip makers, 171–72
why laddering, 231
Wiggins, Chris, 190
Wikipedia, 1–2, 38
Williams, David, 111
Williams game manufacture, 174, 
192
Wink, 70–71
winner-takes-all scenario, 65–67, 
236
Wright, Julian, 56
X.com, 87
Yahoo, 29
Yoskovitz, Ben, 139
YouTube, 23, 33, 54, 57
YouVersion, 20
Zipcar, 156, 228, 232
Zombie Boy, 33
zombie projects, 163

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a b o u t t h e au t h o r
David L. Rogers, a member of the faculty at Columbia Business School, is 
a globally recognized leader on brands and digital strategy, known for his 
pioneering model of customer networks and his work on digital transfor-
mation. He is the author of three previous books, including The Network Is 
Your Customer: Five Strategies to Thrive in a Digital Age.
At Columbia Business School, Rogers teaches global executives as 
the faculty director of Executive Education programs on Digital Busi-
ness Strategy and Digital Marketing. His recent research with Columbia’s 
Center on Global Brand Leadership has focused on big data, the Inter-
net of Things, in-store mobile shoppers, digital marketing ROI, and data 
sharing. Rogers is also the founder and cohost of Columbia’s acclaimed 
BRITE conference on brands, innovation, and technology, where global 
CEOs and CMOs come together with leading technology firms, media 
companies, and entrepreneurs to address the challenges of building strong 
brands in the digital age.
Rogers has consulted and developed executive programs for global 
companies such as Google, GE, Toyota, Pernod Ricard, Visa, SAP, Lilly, 
Combiphar, IBM, China Eastern Airlines, Kohler, Saint-Gobain, and 
MacMillan, among many others. He has delivered strategic workshops for 
executives in hundreds of companies from sixty-four countries.

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278
A B O U T T H E A U T H O R
Rogers delivers keynotes at conferences worldwide on digital transfor-
mation, digital marketing, big data, and the impact of emerging technologies 
on business. He has appeared on CNN, ABC News, CNBC, Marketplace, 
Channel News Asia, and in the Financial Times, the Wall Street Journal, 
Forbes, and the Economist. He received the 2009 Award for Brand Leader-
ship at the World Brand Congress, is a board member of the Marketing Hall 
of Fame, and is president of the New York American Marketing Association.
For more tools and content from Rogers, visit http://www.davidrogers.biz.

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Document Outline

• Table of Contents
• Preface
• 1. The Five Domains of Digital Transformation: Customers, Competition, Data, Innovation, Value
• 2. Harness Customer Networks
• 3. Build Platforms, Not Just Products
• 4. Turn Data Into Assets
• 5. Innovate by Rapid Experimentation
• 6. Adapt Your Value Proposition
• 7. Mastering Disruptive Business Models
• Conclusion
• Self-Assessment: Are You Ready for Digital Transformation?
• More Tools for Strategic Planning
• Notes
• Index
• About the Author