When digital 1.0’s wave hit in the mid-1990s, innovators were told that moving in “internet time” would give them an overnight competitive advantage. Two-plus decades and two digital evolutions later, those who survived recognize that using digital to solve for physical frictions — at scale — takes more than good tech, good luck and a slick user interface. It’s why the shift to a pandemic-fueled shift to digital 3.0 will take longer than we now think — even though consumers are chomping at the bit for more digital-first experiences, and faster. Here’s why. …see more