The consumer-facing industry is undergoing a transformation of manic proportions in every part of the value chain due to technology. In this context most senior executives who have built long careers in their organizations are left underinformed, cautious and overwhelmed with the change. This book breaks things down into relatable and readable chunks for corporate executives to gain the knowledge and confidence to benefit from this change. Ranging from marketing to commercial to supply chain to company finance – it covers a lot of ground but stays light-hearted through anecdotes, humor and case examples. Finally, for those that are so inclined, it offers up a prescriptive approach to craft a transformation agenda to extract real enterprise value. This book will help readers build confidence in approaching digital transformation for their businesses. A sense of direction, in terms of which areas to focus on and which areas to not worry about as they craft their transformation journey, and a recipe or a pathway to make change happen starting Day 1 all the way into success.

The book has three main parts:

• Part 1 demystifies the startup world for the executives offering up an insider view on how and why unicorns exist and sometimes fail. It discusses the top 10 technology trends and top 10 consumer trends that will be relevant in the next decade.
• Part 2 describes in detail the digital transformation that is imminent in 6 different parts of a consumer-facing company - what the author calls the “6 digital frontiers:” Advertising, Engagement, Commerce, Product development, Manufacturing and Corporate functions.
• Part 3 offers up a simplified 4-stage approach for companies to start from scratch and build valuable use cases, applying all the knowledge shared earlier in the book.