Nicolaj Siggelkow has been researching the front lines of digital innovation, strategy and transformation as a Professor at the Wharton School and Author. In our conversation, he shares some of the key insights from his latest book, Connected Strategy. He discusses the critical importance of starting from the perspective of the customer journey rather than from the perspective of pure technology. He shares how companies like Netflix have been able to create sustainable competitive advantage through learning loops, by having deeper customer data insights and being able to apply what they learn back to the initial product ideation through the delivery phases. He outlines some of the key steps that business can take to extend their advantages as they fully embrace Connected Strategy.
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