Having a maturity framework and benchmarks are important. They have great value. They indicate that digital business change is a journey. Where are we heading?

Our digital business goals and strategies are the benchmarks. They can’t be predefined and there is no template. Your company will create and own them.

You will be able to quantify changes for processes, functions, skills, capabilities and business models. This is not about being squishy. It is about creating a business impact and being accountable for the changes.

What are the consequences of the digital business journey?

Digital change is not just about a specific project, process or optimization exercise. It’s a holistic given and it doesn’t happen overnight. There are many components and intermediate goals. It happens in incremental steps, hence the digital maturity views and the clear understanding it is a journey.

The various stages, steps, projects and so on in the context of digital change have one or more goals as such, yet at the same time fit within the broader purpose. In other words: you have a roadmap and an end goal in mind.

Although it might sound like a contradiction in terminis, the end goal of digital business changes, making it a journey. New technologies will offer new opportunities and challenges, as will changing market conditions, competitive landscapes and so forth. While digital journeys has a goal of preparing us for those, at the same time that goal as such is subject to change.

Change is a constant. From a digital business strategy perspective this means that uncertainties, risks and changes are factored into each incremental step and the broader objectives but it also means that a digital strategy comes with agile possibilities to change course, thanks to intermediate checks and balances and a ‘hyperaware’ ability of continuous improvement or change (both are not the same).