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

partners: supply chain data of, 105, 
120; value network disruption 
of, 207
path to purchase, 25–28, 26
PayPal, 57, 87
PepsiCo, 24
personalization, 35–36, 93–94, 110–11, 
206. See also customization
Petco, 145
philanthropy, 212, 213
photography industry, 196, 236

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272
I N D E X
Pigneur, Yves, 202
platforms: aggregation, 52–53, 199, 
206, 212–13; asset lightness for, 
64–65; asymmetric competition 
on, 76–77; business model map 
tool, 71–73, 72; business model 
theory, 55–56; competitive 
benefits of, 64–68; competitive 
differentiation of, 68, 68–71; 
competitive value train tool for, 
79–84, 81, 82, 85; co-opetition 
on, 75–76; customer acquisition 
on, 63; customer types on, 56, 57; 
defining, 56–57; digital impact 
on, 62–64; disintermediation 
on, 77–78, 81–82, 82; disruption 
rise from, 198–200; economic 
efficiency of, 67–68; industry 
fluidity on, 76–77; industry-
specific examples of, 54; 
intermediation on, 78–79, 199; 
key elements of, 11, 63–64; key 
success examples of, 50–52, 
57; most valuable companies, 
66; network effects on, 60, 64, 
65–67, 68, 69; open, 39, 62, 
69–70, 87–88; personalization 
across, 111; power position of, 
84; rethinking competition 
for, 52–53, 53; rise of, 54–55; 
scalability of, 63, 65; spectrum, 
61–62; theory origins, 55–56; 
traditional mix with, 61–62; 
trust-building on, 51, 63–64, 
70–71; types of, 58, 58–59; 
winner-takes-all consolidation 
of, 65–67
playbook, 10–14, 11
Porter, Michael, 74
portfolio diversification, 236
Postal Service, U.S. (USPS), 189–90
power rules, in value trains, 83–84
predictive decision-making, 90, 95, 
109, 112
price disruption, 205, 208, 212
Priceline Group, 66
privacy, customer data, 120–21
Procter & Gamble, 38
products: data type by, 94, 95; 
demos, 33; integration, 206; 
launch of, 154–55, 156–57, 158; 
market value comparison of, 
177–78, 178; recommendation 
engines, 35, 159–60, 211; rollout 
of, 156, 157; unbundling and 
rebundling, 206
prototypes. See minimum viable 
prototypes
psychology. See behavior
public data, 105
publishing industry: advertising 
and, 58, 59, 60, 171, 173, 198, 205; 
book, 1–2, 172; brands in, 34; film 
industry and, 174, 191; growth in 
shrinking market, 1–2, 171, 172–
73, 174; social media mediation 
of, 78–79, 81, 81–82, 82; value 
trains in, 81, 81–82, 82, 83
purchase, path to, 25–28, 26
quantified self movement, 112
Quint, Matt, 31, 104
Radin, Amy, 161
rapid experimentation: by 
Amazon, 130, 148, 149, 159–60; 
assumption-testing in, 140–41, 
152, 159, 160; convergent 

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I N D E X

273
characteristics, 129, 130–31; 
convergent method, 142–46, 143; 
culture of, 159–60; customer 
feedback on, 138–39; data 
selection in, 139; decision-
making, 146, 152–53; digital 
impact on, 133–34; divergent 
characteristics, 128, 129, 131–32; 
divergent method, 147, 147–54; 
by Facebook, 130; by Google, 123, 
128, 130; innovation playbook of, 
11, 13–14; iterations, 136, 147, 155, 
155; learning by, 127–28, 135–36, 
159–60; limit-setting in, 148–49;