You ask companies and you say, what are you doing in digital? And they say things like… we are doing AI, we’re doing a lot around
Google search. That’s not a framework for thinking about digital. So the first thing that we give them is a coherent framework, a 5-stack framework. Each of those stacks in these five stacks is a way in which companies can do things much, much better than they could ever do before. First is around customer engagement. What are the different ways in which you can engage with customers? Second stack is what can you do in terms of rethinking your go-to-market and channel strategy? The third one is, maybe
I don’t want to change my products but are there complementary things that I can do that
will increase the value of my products? The fourth thing that companies can do is they can integrate information into the products, just like what Fitbit has done and so on. And then the last thing they can do is think about platforms and ecosystems. So we give them a framework to show how different companies are playing in these stacks.