Based on our deep experience with digital products, we have found that change needs to be addressed at two levels: at the digital product level and the organisation level. We call this the double-loop approach to digital transformation.
At the core of our approach is a clear vision of the outcomes that the digital product and transformation need to achieve.
This guides our design of digital products in the first loop. As we scale to collaborate on more products, we use the momentum from the first loop to drive digital transformation in the second loop. We do this by focusing on organisational design.