Similarly, Daimler AG’s car2go and BMW’s DriveNow services have followed Zipcar into the car-sharing industry. As digital technology reaches into every corner of the business world, it is creating a new playing field with new rules. Already, digital has reshaped the expectations of customers, the way that employees collab- orate and the business models that are possible. New technologies such as robot- ics, 3-D printing, augmented reality and the “Internet of Things” will soon lead to major business changes. And other inno- vations, currently only in labs or the minds of inventors, are just around the corner. Not everything will be different in the digital world. Our research indicates that large traditional companies can outcom- pete fast-moving digital startups if they embrace the digital environment and find ways to make it theirs. With all of the un- certainty surrounding the digital future, one thing is clear: Using pre-digital as- sumptions will not bring success in the digital world. You can start by questioning those assumptions. Then, don’t stop ques- tioning your business methods and looking for new digital opportunities. When it comes to digital innovation, “you ain’t seen nothin’ yet” — either for new technologies or for the ways that great companies can use those technologies to create value. George Westerman is a research scientist with the MIT Sloan School of Manage- ment’s Initiative on the Digital Economy. Didier Bonnet is a senior vice president at Capgemini Consulting and the executive sponsor for Capgemini’s digital transforma- tion program. With Andrew McAfee, they are the authors of the book Leading Digital: Turning Technology Into Business Transformation (Harvard Business Review Press, 2014). Comment on this article at , or con- tact the authors at [email protected] Reprint 56303. Copyright © Massachusetts Institute of Technology, 2015. All rights reserved.
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