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

participants, 144, 149–50, 161–62; 
principles, 134–42; problem 
focus of, 137, 148; scaling up after, 
153, 154–58, 155; speed of, 136–37; 
traditional innovation compared 
to, 135; types, 128–32
rapid scalability, 63, 65
Raynor, Michael, 179
readiness, 240
real estate industry, 168–69
rebundling, 206
recommendation engines, 35, 
159–60, 211
Recording Industry Association of 
America (RIAA), 166–67, 167
RelayRides, 61
rental economy, 68
Rent The Runway, 140–41, 156
resource allocation, 240
restaurant industry, 199
revenue model disruption, 207, 
228–29
R/GA, 136
RIAA. See Recording Industry 
Association of America
Ricketts, Joe, 138–39
risk: data security, 121; failure 
and aversion to, 162–63; rapid 
experimentation assumptions 
and, 141, 160
Roberts, Wess, 86
Rogers, David L., 29
rollout strategies, 156, 157
Rubin, Courtney, 218
Ruth, Babe, 142
Salesforce.com, 57, 66
Sarvary, Miklos, 99, 241
scalability, 63, 65, 241
scaling up, 153, 154–58, 155
Schumpeter, Joseph, 209
search engines: customer influence 
on, 26–27; Google, 57, 67, 79, 
123; as human experiment, 
123; intermediation of, 79; 
recommendation, 35, 159–60, 211
security, customer data, 120–21
services: data type by, 94, 95; 
integration, 206; launch of, 154–
55, 156–57, 158; matchmaking, 
50–52, 54, 70; on-demand, 32–33, 
63; personalized, 35–36, 93–94, 
110–11, 206; rollout of, 156, 157; 
unbundling and rebuilding, 206
Sexton, Don, 119
sharing economy, 67–68
Shaukat, Tariq, 102
Shih, Stan, 84
shrinking market: customer routes 
out of, 170, 170–72, 173–76; 
key success example in, 1–2; 
position, 169–70, 170; staying 
ahead of, 175–76; value routes 
out of, 170, 172–76

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274
I N D E X
silos: data combining, 96–97; 
leaders bridging, 48–49, 119
simplicity, 177, 206, 209
Sinopec, 66
Siren, Pontus, 163
Siri, 101
skills: building employee, 47–48, 
118–19; digital transformation 
integration, 241; disruption, 207
skin care industry, 33, 35, 104–5
smart failure, 141–42, 162–64
smart technology, 70–71, 99
smiling curve, 84
Smith, Brad, 161
Snapchat, 233
social causes, 212, 213
social media: bar industry 
disruption by, 218; brand 
integration by, 49; customer 
connect strategy by, 31, 36–38, 
45, 176; customer customization 
strategy by, 35; data source, 98; 
publishing mediation by, 78–79, 
81, 81–82, 82
software: cloud-based, 32, 62, 101; 
standards, 58, 59, 62, 66, 165–67
Somaya, Vikram, 90
Sony, 66, 120, 167
Sreenivasan, Sree, 175–76
start-up characteristics, 3, 15, 127–
28, 241
Staw, Jonah, 197
storytelling, 34
strategy changes: competition, 4, 6, 
7, 8, 52–53, 53, 73–79; customer, 
4, 6, 7, 20–22, 21; data, 4, 7, 8–9, 
91, 91–92; innovation, 5, 7, 9, 
123–25, 125; value proposition, 5, 
7, 9–10, 168, 168–69
strategy playbook, 10–14, 11. See 
also tools
strength evaluation, 184–85, 186
Stringer, Scott, 96–97
substitution, 77, 80; disruption by, 
230; value proposition threat of, 
184, 185
Sun Tzu, 86
supply chain: disintermediation 
of, 77–78, 81–82, 82; partner 
data, 105, 120; in value train, 
80–81, 81
Target, 120
targeting, 108–10
Tata Group, 163–64
TD Ameritrade, 233
technology, new. See digital 
transformation; innovation
technology, smart, 70–71, 99
teens, 38
television. See broadcast television
Tencent Holdings, 66
Tesco, 32, 162
Tesla, 76
testing. See rapid experimentation
Thiel, Peter, 87
Thomke, Stefan, 142
Thompson, Ben, 201
tools: broadcast marketing funnel, 
25–26, 26; categorization of, 
16; competitive value train, 
79–84, 81, 82, 85; convergent 
experimentation method, 
142–46, 143; customer network 
strategy generator, 40, 40–46; 
data value generator, 113, 113–17; 
disruptive business model map, 
218–24, 219; disruptive response 

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I N D E X

275
planner, 224, 224–31; divergent 
experimentation method, 147, 
147–54; overview, 15–17; platform 
business model map, 71–73, 72; 
value proposition roadmap, 180–
88, 181, 183, 185, 186, 187, 189
touchpoints, 27–28
Toyota, 196
transaction platforms, 58, 59
transient advantage, 176
Tripodi, Joseph, 46, 47, 48
trust, 51, 63–64, 70–71
Tumblr, 29
TWC. See Weather Channel, The
Uber, 54, 57, 61, 63
unbundling, 206
unique value proposition, 42, 83
unstructured data: emergence and 
sources of, 98–99; management, 
99–101
use cases: concept, 178, 179; 
disruption scope by, 216, 217
USPS. See Postal Service, U.S.
value: continuous creation of, 
241–42; customer lifetime, 
28–29, 109; of customers, new, 
and new, 173–76; of customers, 
new, and same, 170, 170–72; 
of customers, same, and new, 
172–73; disruption defined by, 
196; market, comparison, 66; 
market, concepts of, 177–79,