The so-called digital transformation
6 de February, 2024
Uncertainty and digital transformation
19 de February, 2024
This article is another excerpt from my newest book “Digital transformation and product culture: How to put technology at the center of your company’s strategy“, which I will also make available here on the blog. So far, I have already published here:
And, as promised, let’s now talk about project and product.
Project and product
To make this difference between project and product clearer, it is important to understand some characteristics:
To help make these differences tangible, here are some examples:
- Locaweb: before having its own data center, Locaweb placed its servers in Embratel’s data center. In 2006, Locaweb decided to invest in its own data center, which was clearly a project. In fact, two projects: the project to build our own data center and the project to migrate the servers that were at Em- bratel to our own data center. On the other side, Locaweb’s products (Website Hosting, E-mail Marketing, Online Store, etc.) are clearly products.
- Building: the construction of a building, from its conception to the delivery of the keys, is a project with well-defined phases. On the other hand, after the keys are handed over to the buyers, we can look at this building as a product. People will live in the building, some apartments will be rented, others will be sold, there will be renovations, condominium management, and so on.
- Marriage: the decision to get married and the entire wedding process is clearly a project, with the wedding ceremony, party, and honeymoon. After the honeymoon ends and married life begins, we must look at marriage as a product, married life, children and grandchildren, family, and everyday family life.
These differences between project and product make it clear that the digital transformation journey is much more like a journey of product development and evolution than a project with a clearly defined beginning, middle, and end.
Recommendation
Understanding what a digital transformation is is essential to increase your chances of success. The use of digital technologies is increasingly prevalent in our daily lives, and companies that do not transform run the risk of being passed over.
For that reason, get ready! You and your company are entering an incredible, constantly evolving journey that will transform the way you generate and deliver value to your customers and your company.
Attention: this is a journey with a clear beginning and middle, but it will have no end. You, your team, and your company must constantly seek to update not only on the new technologies available but also on the best ways to apply them to achieve the goals of your clients and your company.
Summing up
- Digital transformation is the process of adopting digital technologies to enhance the business by offering a better experience in the customer journey and operational efficiency gains coming from automation and process improvements from the company.
- There is a proximity of concepts between digital transforma- tion and digital product management, which is the function responsible for making the connection between company strategy and customer problems and needs through digital technologies.
- Digital transformations have a beginning and a middle, but no end. It is a journey of constant evolution that will transform the way you generate and deliver value to your customers and your company.
Workshops, coaching, and advisory services
I’ve been helping companies and their leaders (CPOs, heads of product, CTOs, CEOs, tech founders, and heads of digital transformation) bridge the gap between business and technology through workshops, coaching, and advisory services on product management and digital transformation.
Digital Product Management Books
Do you work with digital products? Do you want to know more about managing a digital product to increase its chances of success, solve its user’s problems, and achieve the company objectives? Check out my Digital Product Management books, where I share what I learned during my 30+ years of experience in creating and managing digital products:
- Digital transformation and product culture: How to put technology at the center of your company’s strategy
- Leading Product Development: The art and science of managing product teams
- Product Management: How to increase the chances of success of your digital product
- Startup Guide: How startups and established companies can create profitable digital products
