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Designed for Digital: How to Architect Your Business for Sustained Success (Management on the Cutting Edge) Hardcover – September 24, 2019

by Jeanne W. Ross (Author), Cynthia M. Beath (Author), Martin Mocker (Author)

4.6 309 ratings

Part of: Management on the Cutting Edge (22 books)

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Practical advice for redesigning “big, old” companies for digital success, with examples from Amazon, BNY Mellon, LEGO, Philips, USAA, and many other global organizations.

Most established companies have deployed such digital technologies as the cloud, mobile apps, the internet of things, and artificial intelligence. But few established companies are designed for digital. This book offers an essential guide for retooling organizations for digital success. In the digital economy, rapid pace of change in technology capabilities and customer desires means that business strategy must be fluid. As a result, the authors explain, business design has become a critical management responsibility. Effective business design enables a company to quickly pivot in response to new competitive threats and opportunities. Most leaders today, however, rely on organizational structure to implement strategy, unaware that structure inhibits, rather than enables, agility. In companies that are designed for digital, people, processes, data, and technology are synchronized to identify and deliver innovative customer solutions—and redefine strategy. Digital design, not strategy, is what separates winners from losers in the digital economy.

Designed for Digital offers practical advice on digital transformation, with examples that include Amazon, BNY Mellon, DBS Bank, LEGO, Philips, Schneider Electric, USAA, and many other global organizations. Drawing on five years of research and in-depth case studies, the book is an essential guide for companies that want to disrupt rather than be disrupted in the new digital landscape.

Five Building Blocks of Digital Business Success:

Shared Customer Insights
Operational Backbone
Digital Platform
Accountability Framework
External Developer Platform

Part of series

Management on the Cutting Edge
Print length

208 pages
Language

English
Publisher

The MIT Press
Publication date

September 24, 2019
Dimensions

6.25 x 0.78 x 9.31 inches
ISBN-10

0262042886
ISBN-13

978-0262042888
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Editorial Reviews

Review

One of Forbes's Top Ten Technology Books of 2019

"While David Teece has argued business capabilities need to be dynamic, we all know in the digital age they need to be increasingly be digital. In my weekly discussions with CIOs, they tell me the starting point for a business transformation is not technology but people and processes. In Designed for Digital, the authors provide a digital business architecture but more importantly a unification theory for management in the digital age. This theory shares the role of executives in enabling experimentation, in innovation delivery, and in creating the platform for digital business offerings."
—Myles Suer, #CIOChat Facilitator and CIO.com Contributor

"In Designed for Digital: How to Architect Your Business for Sustained Success, Jeanne Ross, Cynthia Beath and Martin Mocker offer a contemporary digital model for enterprises. Those who can obtain it will have the 'right to win' and who cannot will increasingly find themselves subjected to wave after wave of digital disruption. Interestingly, the authors not only argue for the importance of architecture, but they also argue for a revised theory of management. This makes the book relevant to IT professionals and business leaders interested in digital transformation."
—CIO

"Sick of being told your business should be more like Apple, Amazon, Uber, or Airbnb? Mystified about how to apply their examples to your big, older company's digital transformation work? If so, read Designed for Digital: How to Architect Your Business for Sustained Success, the new MIT Press book by Jeanne W. Ross, Cynthia M. Beath, and Martin Mocker."
—The Enterprisers Project

"In Designed for Digital, the authors note that much of what companies believe to be digital transformation falls short. They implement cloud technologies, artificial intelligence, the internet of things, or mobile apps, but, at their core, they operate as they have always operated. This book offers recommendation on how to fundamentally retool the enterprise to achieve true digital success."
—Peter High, Forbes

About the Author

Jeanne W. Ross is Principal Research Scientist at the MIT Sloan Center for Information Systems Research.^Cynthia M. Beath is Professor Emerita at the University of Texas McCombs School of Business.^Martin Mocker is Professor at ESB Business School at Reutlingen University, Germany, and Research Scientist at the MIT Sloan Center for Information Systems Research.

Product details

Publisher ‏ : ‎ The MIT Press; Illustrated edition (September 24, 2019)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 208 pages
ISBN-10 ‏ : ‎ 0262042886
ISBN-13 ‏ : ‎ 978-0262042888
Item Weight ‏ : ‎ 1.03 pounds
Dimensions ‏ : ‎ 6.25 x 0.78 x 9.31 inches

Best Sellers Rank: #958,890 in Books (See Top 100 in Books)
- #8,092 in Business Management (Books)

Customer Reviews:
4.6 309 ratings

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Jeanne W. Ross
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Jeanne Ross is a principal research scientist at MIT's Center for Information Systems Research. She enjoys lively debate about her research findings.
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Cynthia M. Beath
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Cynthia M. Beath is a Professor Emerita of Information Systems at the McCombs School of Business at UT Austin. She received her MBA and PhD degrees from UCLA. Before embarking on her academic career, Cynthia worked in private industry in several information systems development and consulting positions. Currently she is conducting research on how organizations design themselves for the digital era, in conjunction with colleagues at the Center for Information Systems Research (CISR) at MIT. Her research has been published in the leading information systems research journals, and she has served as senior editor for the top academic journals in her field. An active advocate for her professional community, she initiated the field’s first junior faculty consortium, served as chair of a division of the Academy of Management, and on the Council of the AIS. She helped found MISQ Executive and the Austin Area Chapter of SIM.
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Martin Mocker
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Martin Mocker is Professor at ESB Business School at Reutlingen University, Germany, and Research Affiliate at the MIT Sloan Center for Information Systems Research.
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Mark P. McDonald

Comprehensive with the right mix of ideas, examples and direction

Reviewed in the United States on February 17, 2020

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Designed for Digital enters a crowded arena of books about digital and digital transformation. This book is unique in the sense that it offers a solid, progressive and clearly outlined approach to building a digital company. If is free of the hype of digital, the over reliance on Amazon and Google as examples and the hyperbole normally associated with this subject.

This comprehensive and solid advice, backed by real experiences of companies who are like yours. Overall Highly Recommended.

The chapter titles give you a good sense of the book and its no-nonsense approach:

Digital Business Design
Building Shared Customer Insights
Building an Operational Backbone
Building a Digital Platform
Building an Accountability Framework
Building an External Developer Platform
Developing a Roadmap for Your Digital Transformation
Designing your Company for Digital

These are real things that real people need to do. The chapters offer clear definitions and advice on each topic. They are written for a senior management audience, more what it is and why its important than detailed how to advice.

The work is sound, based on research and real life case studies from established companies who are making the transition into becoming a digital business. That is the type of company most of us work for and the book uses detailed case examples that will help you explain what it takes to design for digital.

One person found this helpful

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D. B. Merrifield

Best book to date on winning digital. Buy it! Discuss at the C-Level.

Reviewed in the United States on November 21, 2019

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Best book to date on winning digital. Buy it! Discuss at the C-Level.

In our personal lives we take delight in the constant stream of new possibilities from the cloud-platform companies. But, big, older companies with ERP systems are generally struggling with their "digital transformation" or "omnichannel" strategies. Why? And what are the stages of the journey to digital effectiveness from our customers' point of view?

This book will answer many of your "digital transformation" questions. It is the best researched and written book that I've encountered on winning the digital race. The case studies starring mature behemoths (Schneider Electric, Toyota, Phillips, USAA, etc.) will enlighten both non-tech and IT readers. The graphics are simple, but profoundly insightful.

The authors have identified five, building blocks that every traditional company must invent and integrate (often with the help of outside, digital-cloud talent). It will put - non-tech managers, IT managers and outside tech partners - all on the same path with a shared vocabulary.

Don't just pave over old ways of doing stuff. Invent new, digital, service values for customers on a real-time, evolving basis. Minimize the hits from digital disruptors and score big against traditional, lagging competitors.

5 people found this helpful

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Fred Cheyunski

Staying Up to Date with Business/IT Developments

Reviewed in the United States on May 31, 2020

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Having read Ross’s other books (e.g. see my review of “IT Savvy”), I thought I had to get this title to stay up to date with latest business/IT developments when I saw it was coming out. As I read the text, I felt familiar with the discussion of aligning processes technology and people and the emphasis that current and future efforts will continue to go beyond just IT concerns. Ross and her co-authors’ illusions to companies such as Campbell Soup and DHL with whom I had worked during IBM Business Consulting projects also lent to my confidence in their findings and projections concerning digital design.

More specifically, the book’s contents include a Series Introduction and Preface then 8 chapters: (1) Digital Business Design [a rationale and overview of the authors’ info gathering and study of the subject], (2) Building Shared Customer Insights, (3) Building an Operational Backbone, (4) Building a Digital Platform, (5) Building an Accountability Framework, (6) Building an External Developer Platform [chapters 2-6 are digital design building blocks], (7) Developing a Roadmap for Your Digital Transformation [arranging the building blocks] , and (8) Designing Your Company for Digital. There is also an Appendix 1: Committing to an Operating Model to Build an Operational Backbone and Appendix 2: Assessing Your Building Blocks for Digital Transformation as well as helpful Notes and Index.

As mentioned above, given past history, I had familiarity with different aspects of the topic, but did pick-up on newer aspects, fuller understanding, and the direction moving forward. For instance, the authors encapsulate that “Digital technologies are game changing because they deliver three capabilities: ubiquitous data, unlimited connectivity, and massive processing power. . . [for] develop[ing] new offerings to help solve customer problems.” They distinguish between ‘digitization of a company” versus “new digital offerings,” and speak about how businesses need to attend to both areas. There is mention that the book is applicable to non-profit and public sector concerns, but the wider socio-economic implications are beyond the book’s scope.

The authors do give much attention to the need for an “experiment, test, learn” culture and organization design emphasis on “new roles and accountabilities vs restructuring.” They stress that “the digital journey [is] long, [where] people take time to embrace, [and] adapt to new ways of working . . .” Their statement that the effort involves “. . . more fundamental organizational change than simply adopting Agile methodologies . . .” bring to mind books such as Dignan’s “Brave New Work” (see my review).

While the generation of “Customer Insights” for effective use of digital capabilities is significant, the possession of a robust “Operational Backbone” to deliver is also critical. From my earlier activities, I had an acquaintance with these dimensions as well as the idea of “Component Business Modeling” (see my review of Sanford and Taylor’s “Let Go to Grow: Escaping the Commodity Trap”) as a way to link them. What was new for me was the authors’ explanation of component APIs (application programming interfaces) as well as the designation of component owners and teams. These assignment help enable digital offerings and assure appropriate component interaction among each other and with other enterprise or cloud services. The other revelation was their description of fifth building block, “the external developer platform” as well as the internal and business ecosystem complications that it entails where as Manovich suggests “Software Takes Command” (see my review).

The diagrams and examples throughout the book illuminate, and the different ways of assembling the digital building block puzzle pieces to convey or lay out a development road map is cute and satisfying. Yet cases such as those related to Phillips Healthcare and Spotify during this time of COVID-19 bring to fore more nagging questions about the wider social effects and use of digital technologies (e.g. see my reviews of Topol’s “The Creative Destruction of Medicine,” Byrne’s “How Music Works,” and Kelly’s “The Inevitable”). As the authors say SMACIT (Social, mobile, analytics, cloud, the Internet of Things) with the acronym taken literally as the way we often experience or feel related changes may have broader meaning than they realize for good and ill (e.g. some such as Blackburn et al at McKinsey have recently indicated that pandemic conditions have accelerated digital development and use).

Even though the book does not explore the wider issues, it does provide a means for comprehending what is occurring with the expanding prominence (coming dominance?) of digital capabilities. It also should be an important resource in coming up with ways to proceed that will be of societal benefit as well in the long run.

3 people found this helpful

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Vinh Tran

Best book about digital transformation

Reviewed in the United States on October 22, 2022

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Clearly explained a rationale framework to transform businesses into digital with lots of insights from case study. I highly recommend reading

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Gabriel Garcia

How to define and build the required Building Blocks for Digital Transformations

Reviewed in the United States on November 6, 2019

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How to define and build the Digital Transformation Building Blocks required for a Digital transformation, a full framework with case studies. Perfect book for all the Digital and Enterprise architects looking for analyze, define and build the Digital Platform building blocks.
Sequel to the famous book "EA as Strategy" (looking for define a Operational Backbone) this one goes a step further and analyze how to define the second step: The digital Platform.

One person found this helpful

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Howard M. Wiener

THE reference volume on architecting companies for digital business

Reviewed in the United States on August 11, 2020

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Pretty simple, actually--Jeanne Ross gets it and doesn't feel obligated to overcomplicate what many others feel obligated to swaddle in mystic garble. If you run a company, just get this book and then get started transforming.

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Client Amazon

A must-read for business executives

Reviewed in Canada on November 20, 2019

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MIT's Center for Information Systems Research has hit a home-run with this new opus that gathers years of research-based insights. Business executives and managers will learn what digital transformation really means. This books cuts through the hype and marketing smoke that has been flooding business media for too long now, and provides the basis for making informed choices. Designed for Digital sets expectations where they should be, reminding the C-suite that there were never such a thing as a free lunch. Nothing replaces balanced decisions and time to attain profitable and sustainable change.

One person found this helpful

Anderson Santos

Indispensável para transformação digital

Reviewed in Brazil on November 1, 2019

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Livro indispensável para quem está liderando ou precisa entender o que é transformação digital e como coloca-la em movimento na sua organização.

3 people found this helpful

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ammax

Must to have

Reviewed in Italy on June 8, 2020

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+
Lettura molto piacevole
Gli argomenti vengono presentati in modo organico e poi approfonditi passo passo
Ottimi gli esempi che accompagnano il concetto spiegato
Trattamento degli argomenti fluido ed esaustivo

-
Avrei inserito qualche altro schema a supporto

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Katrin Flieder

My favorite book on digital transformation yet

Reviewed in Germany on October 26, 2019

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Found this to be a fantastic book on digital transformation. Most books on this topic stop at describing high level “strategies” or “business models.” This book goes deep into the “how” of digital transformations of established companies.
Most insightful for me were distinguishing “digitized” versus “digital” and the framework of the five building blocks. The building blocks really act as a checklist and help to cut the amorphous concept of digital transformation into tangible and manageable chunks. Also found the real live case examples very helpful.
If you’re dealing with digital transformation in your job, especially if you’re not in IT, I highly recommend reading this book.

One person found this helpful

cjh

Great on digital enterprise business architecture but falls short on technology architecture

Reviewed in the United Kingdom on October 15, 2019

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This book was eagerly awaited by the Enterprise Architecture community. It is the result of five years of research into adoption of digital technology by big companies. In the main, its subjects are not the prime movers that seized technology opportunities to grow suddenly from nothing; they are companies that were already household names, saw what was happening, and reacted. It looks at what they did, at what worked, and what did not work. It draws conclusions, and describes patterns for success.

The book is an impressive piece of work. It presents a reference model for use in digital transformation, and discusses how to create a roadmap to change an enterprise to fit that model. It is illustrated with copious real-world examples, drawn from the authors' research. The reference model is simple and clear. Creating a roadmap is not so straightforward, but the book presents ideas on how to do it, again with real-world examples.

Availability of information is the basis of many of the new digital businesses. Understanding the data flow is the key to configuring components to create digital business offerings. The components must be arranged to obtain and deliver the information that provides the business value. The book does not address the technology architecture needed to ensure the system components support effective data flow. Perhaps that is too much to expect. The reference model and roadmap discussion are major achievements on their own.

Designed for Digital is an excellent book. It will help enterprise architects understand the business architecture of digital enterprises. It will help them less to understand how to create the technology systems to support the business architecture.

3 people found this helpful

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