n reality, today, almost every company is a tech company. You can be a tech company providing rooms, a tech company providing services to cars, or a tech company specialising in online products or banking services. And when there’s an enormous tech component to almost all businesses, there’s no such thing as a digital strategy any longer; there’s just the business strategy for a digital business.
In this kind of environment, working in an agile way is crucial. Waterfall approaches (where every product has a long design-and-build phase) just aren’t going to work in a market where you need to constantly iterate based on customer feedback. Today, you build products with your customers — not for your customers. Your customers are part of the journey.
http://www.marklives.com/2018/07/by-invitation-only-liquid-expectations-lovability-building-remarkable-cx/
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