99 less favourable, the tendency is to roll back on the new and retreat into what they know works. While that might bring reassurance, there is a growing realisation that this might be a false comfort in tomorrow’s world. It is this need for a data-led evolutionary approach that Netcel has explored in the report From Digital Transformation to Digital Evolution: Survival of the Quickest and the launch event in London with Optimizely. Here we look at the responses from several hundred leading digital professionals from across a range of enterprises and organisations and frame some ways forward based on looking at digital as a continuous optimisation rather than a final destination. These included: • Setting clear objectives and understanding what digital means for you • Understanding the behaviour of your market and audiences • Designing coherent content-led customer experiences • Technology platforms • Capabilities and skills • Culture leadership and governance Digital is a great opportunity to experiment with what writer and economist Nicholas Naseem Taleb calls ‘antifragility’ – the concept of building systems that welcome ambiguity and the challenges it brings, ones that strengthen when under pressure. In the last three years we have had a pandemic, political upheaval, and global economic challenges. There’s no reason to think this rate of change is slowing. The winners will be those who can empathise, lead, adapt and evolve. We should be building an outlook that views past challenges as a force for making our future organisations, communities and business models stronger – and digital will be right at the heart of that, across every department and customer touchpoint. For the leaders, digital really has become water. How is it for you? Deane Barker is global director of content management at Optimizely and Dom Graveson is director of strategy and experience at Netcel
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