Boost your digitalization: technology innovation dimension

Many companies are good at creating sustaining innovations in their mature, revenue-generating products. We know what KPIs customers care about and we focus our efforts on continuously improving those. For example, because of regulation as well as customer preference, the fuel efficiency of vehicles as well as their reliability have steadily risen over the years.

The challenge with digitalization is that the sustaining innovations that were successfully convincing customers to keep buying become less effective and customers want to see different forms of delivering value. As an example, the car I drive (a German brand) has lane keeping and adaptive cruise control and I use these features quite a bit. Unfortunately, the functionality isn’t very good and the car tends to act weirdly in specific situations. I’m OK with that. The thing that annoys me to no end, however, is that I know that the functionality will stay equally bad for the entire time that I will own the car. Unlike my computer, my phone and other equipment, it won’t get better!