Companies are facing a technology investment dilemma, invest too
little and you fall behind, invest too much and you risk losing
your identity, and customers may not recognize the company anymore.
You need to move forward without diminishing your core business.
While it's necessary for companies to evolve and adopt
technology to enable the business and embrace digital
transformation, it's not mandatory to revolutionize the
identity of the company.
Leveraging technology to enable business results is table
stakes. The company website, customer support system,
manufacturing, supply chain, and financial systems to name a few,
are foundational to be competitive. There's a critical
difference between using technology to execute the business and to
differentiate the business. Companies must find a balance between
using technology and staying focused on their brand and core
business focus. It's a challenging line to walk as not enough
focus on technology will prevent the
