Value mapping
When creating a product experience, technology can play two roles. Firstly, technology can be a business enabler, where business operations or some parts of the core business, are complemented by digital solutions. Secondly, technology can be a differentiator. Here, software technology/digital solutions drive the core business.
It is important to internalize the difference between the two roles that technology plays in our business. Business enablers can bring a great deal of value to the business, but they play only a supporting role. Businesses can still exist without a digital enabler, although they may not thrive or scale, whereas, a differentiator is the core product itself. If the digital product doesn't exist, then there is ...
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