The Digital Transformation is not Digital
summary
Claim: most companies tack tech onto existing products and fail because they ignore the user job. Cited evidence: 75% of IoT projects fail (Cisco). Specific wins and failures: a connected egg‑carton flops; Uber and Airbnb succeed by solving underserved user jobs; a radon project pivots to a radon sensor that shows immediate risk and uses Bluetooth over Wi‑Fi to cut cost and ship fast. Concrete guidance: design the ecosystem, collect data to let products learn, iterate cheaply, simplify interfaces, and build empathy and security into every release.
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