A lot of companies these days are essentially like buildings constructed in the wrong place, with the wrong foundations. We think that interior design will stop people from noticing. We'd rather have chats about new sofas and new wallpaper, than face the idea we've got existential problems that need deep rethinking. Department stores simply do not need to exist, banks need to accept it's customer experience, not vaults that matter. Car companies need to accept car dealerships are increasingly unhelpful. TV companies need to rethink the rules and opportunities of entertainment. People think of digital transformation as the refurbishment business. People think transformation is like "home decor" shows where you know a month after the camera crew leaves the hacks, the workarounds, the sprayed on silver, have worn off and reality hits you. It was exciting, it looked better, people seemed happy but the issues remain. Digital transformation needs to move from refurbishment to the construction industry. A way to build the construction you should have, in the place you should have, and to then plan the migration between the two. It's not cheap, it's not fast, it's not easy, but for some companies it's essential Often a startups only advantage, is that it starts from nothing …see more