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

Technologies for Innovation (Boston: Harvard Business Review Press, 2003), 13. 
28. Thomke and Manzi, “The Discipline of Business Experimentation.”

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29. Ibid.
30. Pete Koomen, “Beat the Back Button: How Obama, Disney, and Crate & Barrel 
Use A/B Testing to Win” (speech given at Columbia Business School’s Annual “BRITE” 
Conference, New York, March 4, 2013).
31. Furr and Dyer, The Innovator’s Method, 175.
32. Sarah E. Needleman, “For Intuit Co-Founder, the Numbers Add Up,” Wall 
Street Journal, August 18, 2011, http://www.wsj.com/articles/SB100014240531119035969
04576514364142860224.
33. Janet Choi, “The Science Behind Why Jeff Bezos’s Two-Pizza Team Rule Works,” 
iDoneThis (blog), September 24, 2014, http://blog.idonethis.com/two-pizza-team/.
34. Nobel, “Lean Startup Strategy Not Just for Startups.”
35. Fera, “How Mondelez International Innovates on the Fly in 8 (Sort of) Easy 
Steps.”
36. Scott Anthony, David Duncan, and Pontus M. A. Siren, “Build an Innovation 
Engine in 90 Days,” Harvard Business Review, December 2014, https://hbr.org/2014/12 
/build-an-innovation-engine-in-90-days.
37. Yuval Noah Harari, Sapiens: A Brief History of Humankind (New York: Harper, 
2015), 247–54.
38. Ron Kohavi, Alex Deng, Brian Frasca, Toby Walker, Ya Xu, and Nils Pohlmann, 
“Online Controlled Experiments at Large Scale,” in Proceedings of the Nineteenth ACM 
SIGKDD International Conference on Knowledge Discovery and Data Mining (New York: 
ACM, 2013), 1168–76. doi:10.1145/2487575.2488217.
39. Madrigal, “Keynote Speech.”
40. Greg Linden, “Early Amazon: Shopping Cart Recommendations,” Geeking 
with Greg (blog), April 25, 2006, http://glinden.blogspot.com/2006/04/early-amazon 
-shopping-cart.html.
41. Henry Blodget, “TO BE CLEAR: JC Penney May Have Just Had the Worst 
Quarter in Retail History,” Business Insider, February 28, 2013, http://www.business 
insider.com/jc-penney-worst-quarter-in-retail-history-2013–2.
42. Nathan Furr and Jeffrey H. Dyer, “Leading Your Team Into the Unknown,” 
Harvard Business Review, December 2014, https://hbr.org/2014/12/leading-your-team 
-into-the-unknown.
43. Brad Smith, “Intuit’s CEO on Building a Design-Driven Company,” 
Harvard Business Review, January 2015, https://hbr.org/2015/01/intuits-ceo-on-building-a 
-design-driven-company.
44. Furr and Dyer, “Leading Your Team Into the Unknown.”
45. Amy Radin, telephone interview with author, September 12, 2014.
46. Anderson and Simester, “A Step-by-Step Guide to Smart Business Experiments.”
47. Thomke, Experimentation Matters, 121–22.
48. Scott Anthony, David Duncan, and Pontus M. A. Siren, “Zombie Projects: 
How to Find Them and Kill Them,” Harvard Business Review, March 4, 2014, http://
hbr.org/2015/03/zombie-projects-how-to-find-them-and-kill-them.
49. Joshua Brustein, “Finland’s New Tech Power: Game Maker Supercell,” Bloom-
berg, June 5, 2014, http://www.bloomberg.com/bw/articles/2014–06–05/clash-of-clans 
-maker-supercell-succeeds-nokia-as-finlands-tech-power.

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50. “Tata Innovista 2013 Receives Record Participation,” Tata Group press release, 
April 26, 2013, http://www.tata.com/article/inside/VWQX0UJo!$$$$!xI=/TLYVr3 
YPkMU=.
6. Adapt Your Value Proposition
1. “Something to Sing About,” Economist, March 2, 2013, http://www.economist 
.com/news/business/21572811-first-time-13-years-music-business-growing-again 
-something-sing-about. Figures for worldwide recorded music sales are from the Inter-
national Federation of the Phonographic Industry and include “physical, digital, and 
performance rights and licensing.”
2. Eric Pfanner, “Music Industry Sales Rise, and Digital Revenue Gets the Credit,”