A digital transformation means far more than offering products and services digitally. That is undoubtedly the core of it, but as this article illustrates, it goes far beyond.

To start, let's review a simplified business model for a traditional bricks-and-mortar company. White Water Designs sells kayak, and small boat plans to home builders. If you want to build a 3-person canoe or small fishing boat, they will design it for you and provide the plans. The company was formed by two boat-building partners who honed their specialization (boat designs), hired a skilled workforce, and operate from an office in the marina.

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