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Leading Digital: Turning Technology into Business Transformation by Andrew McAfee, Didier Bonnet, George Westerman

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CHAPTER 5

CRAFTING YOUR DIGITAL VISION

We do not need magic to transform our world. We carry all the power we need inside ourselves already. We have the power to imagine better.

—J. K. ROWLING

When Jean-Pierre Remy became the CEO of Pages Jaunes in 2009, the company was in trouble. As the market leader in the fast-dying French Yellow Pages industry, the company saw its print revenues declining by more than 10 percent every year.1 After all, in an age of Google, Craigslist, and Yelp, who would look for companies in a thick yellow book? Pages Jaunes needed to adapt to the world of digital search, and it needed to do so quickly.

Remy tried to convince his employees that digital directory services were an opportunity. The company still had a trusted ...

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