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Although we may scoff at the foolish industrialists with their shortsighted vision, most companies are making exactly the same mistake today with the Web. They are failing to grasp the potential of the Web to revolutionize every aspect of their business. Instead, many have reduced the Web to a marketing tool.
What organizations need is the digital equivalent of a chief electricity officer. They need somebody who will champion digital across the organization until it is as ubiquitous as electricity in the modern work place. Many organizations require a digital evangelist sitting on the board (even if only in a non-executive and part-time capacity) so that digital is fully utilized. However, this should only a temporary requirement.