Overview

I don t understand the technology but you don t have to, you have to understand what it can do for you.

(Rupert Murdoch)

Leveraging digital technology requires:

• moving past the hype

• shopping around to get the best fit for your business

• creating web gateways of mission-critical knowledge

• tuning into collaborative technology

• careful research and team consultation.

Travelling at the speed of light

As you read the latest IT supplements or visit a computer store, you cannot help but be impressed by the number of new applications and how fast things are changing. What was state of the art only three months ago has now been superseded. We are living in a digital marketplace that is travelling at the speed of light.

It is natural to feel somewhat intimidated or nervous by such huge change, particularly when you feel that you may be falling behind or losing your competitive advantage. This unease is often fed by the unsettling dilemma of deciding whether you should invest in new technology or stay as you are with your current platform, infrastructure or system.

To use a golf analogy, see digital technology as supplying a few additional clubs in your knowledge, learning and business golf bag. Just because your number of clubs continues to grow does not necessarily mean that your game will improve. We must perfect the art of using the clubs we acquired before our game can progress.

If your business wishes to grow competitive advantage it will...