Page 282 - The Design Thinking Playbook

Traditional company Digital company

Start of the digital transformation Interaction of stake-
DIGITAL DIVIDE Shift Design of digital eco-
Development of new skills Shift holders and systems
without
intermediaries

Shift systems and value
streams
Fragmented
Physical Making use of
Focus on involvement of
Traditional uniqueness supply, value, stakeholders and network effects
Product- hierarchical and market and transaction use of Shift
centered silo structure shares chains intermediaries
development Shift Agile, transversal
collaboration on
interdisciplinary
Design thinking teams
mindset, co-creation
of solutions and cus-
tomer experiences Growth
Consolidation

TIME

Past Future

281