Secrets to Business Transformation: The Seven Deadly Sins - Slide 4

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Traditionally, products seek customers, customers form markets, and markets move with momentum. In transformation principle, momentum is identified before anything else, customers and prospects respond to momentum, then products respond to serve these prospects to move with purposeful intent. Momentum is a unique way to view the market. Companies that don’t understand it will miss the drivers that indicate where momentum is going. Momentum drivers often lead “old” customers to consider their options in a whole new way. Being able to predict these changes of mind and heart, even before the customers themselves do, allows companies to get in first with products destined to be hot sellers.

Having covered the IT industry and written about IT professionals for over 20 years, Don Tennant has seen what happens when the C-suite in a company tries to undergo some sort of business transformation without IT having a seat at the table. So he was recently gratified to learn that an IT guy has written the book — or at least one of them — on the topic.

Mohan Nair, chief innovation officer at Cambia Health Solutions in Portland, Ore., is a computer scientist with stints at Intel, Mentor Graphics and a few other IT companies under his belt, and now he’s the author of “Strategic Business Transformation: The 7 Deadly Sins to Overcome.” Nair’s premise strikes Don as a logical one: That effective business transformation won’t happen unless business leaders give employees a cause to believe in. Here’s an encapsulation of those “deadly sins” that Nair says must be avoided in this cause-driven approach.

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