So you may have a digital strategy, just like Kodak. Activity may be everywhere, and cutting-edge advisors may abound. But if you are not rethinking your existing business model around digital, you may be putting lipstick on the proverbial pig. This imperative will be even more difficult if, like Kodak, your existing model is still performing well.
The future seems like a set of airy promises; in the present, the old ways still bring in the cash.The solution, as suggested by Christensen, is to lodge your digital initiative into a separate entity. This entity will be free to design the right model for the digital opportunity, while your existing model will remain to cater for the existing market. The new entity should also be free to compete with, even to cannibalize, the old way.