Sense and Respond

4

You Are in the Software Business

You might be tempted at this point to look at what Amazon and other technology companies are doing in this arena and say, “Well, that’s fine for them, but we’re not a technology company. We don’t have to worry about these organizational changes.” But that’s simply not true. Digital technology is moving into every dimension of the business world, and it’s forcing every business to consider how it will respond. Every business is now, in one way or another, a software business.

Take a moment and consider your organization. Picture the product or service you offer. Think about the way it’s made, the way it’s procured, the way your customers buy it, the way your users consume it. Those processes are changing because ...