Here’s a question that has been on my mind lately:
As digital creeps into all forms of media, and companies adjust their structure and strategy, what’s the correct amount of “digital”, or “technology”, capacity that they should bring in-house?
I’ve interacted with teams from a number of firms operating in the same industry. Every single one is answering the question in a different way.
One group happily proclaimed that they’re not a “tech-shop” and outsource all of their technology needs. Another opened the conversation by saying, “within five years we want to be perceived as a technology firm.” Some have a “digital” lead (a single person) while others have created an entire digital division.
All of the companies have an understanding that something needs to be done, but it’s clear that nobody’s certain about what’s necessary.
Which brings me back to my question - how much technology/digital capabilities do these traditional firms need? You have to respect current balance sheets and business models, yes. But how do you position yourself to thrive when digital changes the game? How much is the right amount?
I’d love to hear from anyone, especially smart new friends like JA, Ami, and Kristy who may be thinking about this already.
