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Quick post: what sort of digital business are you?

I recently made this graphic for a presentation and thought it was worth sharing as a reminder that for all of the talk of 'exponential technologies' and innovation, most 'digital' businesses are actually quite simple. Leaders are under pressure to do crazy digital things, particularly with respect to technology, and yet I would contend that getting to the best in class technology and operating (organisational etc...) infrastructure for the business model you are currently working with or striving for would be a better basis for lasting growth.

Boring as it sounds, that means ERP, WMS systems if you're pre-digital; CRM, CMS at al if you're 1st Wave; event streaming and simulation if you're 2nd Wave... and if you're 3rd Wave you don't need my advice!
The other observation I have about this picture is that every wave comes with a deeper, but also leaner and more productive operational stack that benefits it in competition with the previous wave. It is very possible for an organisation to move waves, but not if it retains the operating stack of its original position. Another reason to do the hard work of changing the techno-economic paradigm on which a business operates rather than innovation theatre at the edge.
Busy times, so that's all for today. Hope it's useful!
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