Leading Digital_ Turning Technology into Business Transformation ( PDFDrive )

What Is Digital Mastery? 15
FOUR LEVELS OF DIGITAL MASTERY
If Digital Masters like Nike and Asian Paints represent excellence on
both digital and leadership dimensions, what about other firms? Each
dimension is different, and each is important for different reasons.
Putting the two dimensions together yields four levels of digital mastery
(figure 1-1). Digital Masters excel at both dimensions, but most
companies do not. Some companies are strong on digital capabilities
but weak on leadership capabilities. Some are the reverse. Still others
are weak on both dimensions; they have not yet begun the digital
journey.
Beginners are just at the start of the digital journey. Many of them
adopt a wait-and-see strategy, trying to gain certainty before they act.
Some believe the digital opportunity is right for other industries, but
not for theirs. Others lack the leadership to make something Âhappen.
As a result, Beginners have only basic digital capabilities. And they
Figure 1.1
Four levels of digital mastery
Fashionistas
Digital Masters
Digital capability
Beginners
Conservatives
Leadership capability
Source: Adapted from George Westerman, Maël Tannou, Didier Bonnet, Patrick Ferraris,
and Andrew McAfee, “The Digital Advantage: How Digital Leaders Outperform
Their Peers in Every Industry,” Capgemini Consulting and MIT Center for Digital
Business, November 2012.