Secrets to Business Transformation: The Seven Deadly Sins - Slide 5

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If you assume that rational and emotional value propositions are all you need to consider, think again. There’s also a “higher order” value proposition: the symbolic. Customers symbolically attach to the product or the company that sells the product. They come to identify with the purpose of the product and what it stands for. Organizations that are able to transfer and connect market momentum into value to the customers that emerge from a transformation will gain market share and be very successful.

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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