Define your digital vision

Be clear what ‘digital’ can do for your company. As management consultancy CapGemini says, many organisations fail to capture the full potential of digital technologies because their leaders lack a transformative vision. They cite Burberry CEO Angela Ahrendts, who had a vision of her business as the first company to be fully digital, end-to-end, giving anyone who wanted to touch the brand, anywhere in the world, the chance to do so, on all devices. This vision helped Burberry’s executive team to use the power of digital technologies to reinvigorate its brand and create a consistent customer experience on a global scale – and contribute to consistently healthy financial results.