Using DITS in an organization
17
●
business transformation (focused on the organization’s business model)
●
operational transformation (focused on the operation model and
operational excellence)
●
cultural transformation (focused on attitude and behaviour)
●
experience transformation (focused on interactions with the
organization’s consumers and partners).
In Figure 2.4, we can see that organizations are clustering around
experience and operational transformation. As a result, those within the
cluster (the zone of competition) may have to invest more to maintain
viability, or may choose to exit the zone to create novel competitive
differentiation (i.e. one organization is moving out of the zone of
competition, into ‘cultural transformation’).