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Digital @ Scale by Jürgen Meffert, Anand Swaminathan

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8HOW? RAMPING UP THE DIGITAL COMPANY

NOW THAT THE plan is ready, it’s time to get the organization in shape for digitization: the leap from theory to practice.

At the end of 2016, Facebook founder Mark Zuckerberg wrote on his Facebook page what had been keeping him busy over the past few months. He had been writing control software for the many unconnected smart systems in his home, controlling heating and air-conditioning, door and window locks, music, and TV. And while the social media mogul humorously described the difficulties he encountered during his programming, he also delivered three serious messages to his employees and all competitors. First message: The topic is so important to me personally that I’m investing a lot of time in it as CEO. Second message: Hey, look! I’m technically skilled enough to do the programming myself. Third message: Dear competitors, we’re going to fight in this highly competitive area and realize our own vision.

This is how managers of successful digital companies lead. Storytelling is one of the most effective management instruments. There are a lot of things they do differently from the managers of traditional analog companies. And when it comes to digital transformations, the latter managers could learn a thing or two from Facebook, Google, and Amazon.

This chapter describes how companies can apply the most important digital methods and philosophies. What does a digital operating system look like? Where can I find the right team? What ...

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