What is the price of not knowing?

Not too many big conference in Israel, however last week there were two: IBM BusinessConnect and Salesforce Essentials TLV.

At a high level in both events they talked about:

  • How digital disruption and the subscription economy change every major industry today: the biggest taxi company (Uber) owns no cars; the biggest accommodation chain owns no real estate (Airbnb); Facebook owns no content; and Alibaba has no inventory
  • A new kind of customer success and how to keep customers happy in the subscription age
  • How data changes your business capabilities from descriptive into predictive and even cognitive, and per Michelle Rohde Unger, General Manager, Cognitive Solutions Europe, IBM: in the very near future every decision process will have some cognitive capabilities in it, and this will become a major differentiator between successful organizations and the rest.

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Enough with the buzzwords and trends, as you can see you’ll hear the same ones wherever you go. The key takeaway for me from these 2 intense days came from Stefano Stinchi, Chief Digital Transformation Italy, IBM. According to him the marketing department is the one that should continuously disrupt the company by constantly rethinking everything: re-assess your business model and strategy, make sure you are agile and try out things that fail and be the first to know. Therefore the price of not knowing, in a digital, cognitive age of disruption is too high.