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

53; strategy changes, 4, 6, 7, 
8, 52–53, 53, 73–79; strategy 
playbook, 11, 12; in value 
proposition roadmap, 182, 184, 
185; warfare mentality in, 74, 
86–87. See also disruption; value 
trains
Confinity, 87
confirmation bias, 191–92
connection, customer network: 
behavior, 30; strategy, 31, 36–38, 
45, 175–76

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264
I N D E X
contributions, customer, 38–39
convergent experimentation: 
characteristics, 129, 130–31; 
digital impact on, 133–34; 
method, 142–46, 143; timing of, 
132–33
Cook, Scott, 125, 141, 151
co-opetition, 74–76
Corning, 34
correlation myth, 102–3
cost structure disruption, 207
Craigslist, 23, 198, 205
creative destruction, 209
Croll, Alistair, 139
crowdfunding, 39
crowdsourcing, 38–39, 90–91, 104
culture of innovation, 135, 153, 
159–60, 161–62, 240–41
customer lifetime value (CLV), 
28–29, 109
customers: addressability of, 111; 
advocacy by, 27; behavioral 
data, 35, 96, 98, 106–12; 
behavior types, 29–31, 31; brand 
experience integration with, 
49; brands and, 24, 27, 37, 39, 
49, 104–5, 107–8; continuous 
focus on, 241–42; contributions 
by, 38–39; disruption and 
defensible, 235–36; disruption 
of segments, 207, 208, 220, 228; 
disruption trajectory by, 214–15, 
224, 225–27; employees as, 37, 
46–47; as key constituency, 24; 
listening to, 36–37, 192; loyalty 
programs, 93, 104, 109; market 
value comparison of, 178, 
178–79; platform acquisition 
of, 63; platform types of, 56, 57; 
rapid experimentation feedback 
from, 138–39; rethinking, 20–22, 
21; reviews by, 26–27; search 
engine influenced by, 26–27; in 
shrinking market, 1–2, 169–76, 
170; strategy changes, 4, 6, 7, 
20–22, 21; strategy playbook, 11, 
11–12; suggestions by, 24, 37, 39; 
targeting, 108–10; trust-building, 
51, 63–64, 70–71; value, lifetime, 
28–29, 109; value, new, and new, 
173–75; value, new, and same, 
172–73; value, same, and new, 
170, 170–72; in value proposition 
roadmap, 181–82, 183
customers, data on: behavioral, 35, 
96, 98, 106–12; benefits exchange 
with, 93–94, 104; insights from, 
107–8; lead user, 104–5; peer 
comparison of, 111–12, 115; 
personalization from, 110–11; 
purchasing, 106; security and 
privacy of, 120–21; sharing, 106, 
112, 119, 120; targeting from, 
108–10; type comparison, 94, 95
customers, needs of: changing, 
169, 172–73, 175–76, 184, 
185; customization for, 
31, 34–36, 44; laddering, 
230–31; personalization for, 
35–36, 93–94, 110–11, 206; 
understanding, 2, 27–28, 137, 
187, 192
customers, as network: access 
strategy for, 31, 31–33, 44; 
behavior types of, 29–31, 31; 
broadcast compared to, 26; 
business model, 22–24, 23; 
collaboration strategy for, 

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I N D E X

265
31, 38–40, 45; connection 
strategy for, 31, 36–38, 45, 
175–76; crowdfunding, 39; 
crowdsourcing, 38–39, 90–91, 
104; customization strategy for, 
31, 34–36, 44; defining impact of, 
45–46; engagement strategy for, 
31, 33–34, 44, 175–76; key success 
example of, 19–20; marketing 
funnel for, 25–28, 26; objective-
setting for, 41; organizational 
challenges of, 46–49; paradigm, 
22–24, 23; path to purchase 
in, 25–28, 26; selecting, 41–42; 
selection of, 42–43; strategy 
generator tool, 40, 40–46; 
touchpoints, 27–28
customer service, 37
customization: behavior, 30; as 
strategy, 31, 34–36, 44
Custora, 109
cybersecurity, 120–21
data: analytics, 102, 109, 118–19; 
auditing, 115–16; behavioral, 
35, 96, 98, 106–12; big, 97–103; 
collaborative power of, 90–91; 
combining silos of, 96–97; 
government, 96–97, 105, 
106, 146; hackers, 120–21; for 
innovation, 95–96; Internet of 
Things, 99; key success example 
of, 89–91; location, 98–99, 
104; organizational challenges 
of, 117–21, 240; for predictive 
decision-making, 90, 95, 109, 
112; rapid experimentation, 139; 
rethinking, 91, 91–92; scientists, 
118, 119, 190; selection of, 139, 
240; sources of, 98–99, 103–6; 
strategy changes, 4, 7, 8–9, 91, 
91–92; strategy execution, 116–
17; strategy playbook, 11, 12–13; 
strategy principles, 94–97, 95; 
types of, 94, 95; unstructured, 
98–101. See also customers, 
data on
data value: about, 92–94; concepts,