Most companies are answering the wrong question.
They ask 'How do we go digital?'
They should ask 'What business are we actually in now?
Most companies think digital means “we’ve got a website” or “we’re running ads.”
It’s far bigger than that.
Digital has fundamentally changed what business you’re in.
Roofers used to sell roofs. Now they compete on lead flow, not shingles.
Car washes used to be one-time transactions. Now they live or die by subscription retention.
Restaurants used to sell meals. Now they optimise delivery platforms and loyalty data.