Many companies are becoming software companies, creating new digital products to serve their customers and partners better. The repercussions are enormous: researchers expect that 40% of total revenue for the largest 2,000 organisations globally will be generated by digital products, services, and experiences by 2026. From manufacturing furniture to filling prescriptions, 50% of companies and 70% of top performers—now use software applications they developed internally to differentiate themselves from their competition.
The payoff can be enormous as well. In a recent global IBM IBV study, organisations reported an astonishing ROI of 46% and 75% on new and existing digital product enhancements, respectively.
Given the growing importance of digital products, we surveyed 300 US organisations to understand their approaches to digital product development. Among the highest performers, we noticed there was a clear difference in what separated the good results from the great results. Two groups emerged: those that define a product mindset only as a series of tasks or a work structure, and those that adopt a true product mindset, creating a holistic experience for the customer throughout the full life cycle of the product.
We’ve identified the first group as Project Planners and the second as Value Champions. Surprisingly, both enjoy positive business results—in the short term. But Value Champions are notably better positioned for long-term success.
Many companies are becoming software companies, creating new digital products to serve their customers and partners better. The repercussions are enormous: researchers expect that 40% of total revenue for the largest 2,000 organisations globally will be generated by digital products, services, and experiences by 2026. From manufacturing furniture to filling prescriptions, 50% of companies and 70% of top performers—now use software applications they developed internally to differentiate themselves from their competition.
The payoff can be enormous as well. In a recent global IBM IBV study, organisations reported an astonishing ROI of 46% and 75% on new and existing digital product enhancements, respectively.
Given the growing importance of digital products, we surveyed 300 US organisations to understand their approaches to digital product development. Among the highest performers, we noticed there was a clear difference in what separated the good results from the great results. Two groups emerged: those that define a product mindset only as a series of tasks or a work structure, and those that adopt a true product mindset, creating a holistic experience for the customer throughout the full life cycle of the product.
We’ve identified the first group as Project Planners and the second as Value Champions. Surprisingly, both enjoy positive business results—in the short term. But Value Champions are notably better positioned for long-term success.
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