is likely to increase. Companies need to be agile,
moving nimbly and continuously to accommodate
customers’ ever-changing needs and circumstances.
They need to embrace a customer-centric mindset
that inspires different behaviors and ways of working
in everthing they do. More than relevant, they need
to be hyper-relevant. And to keep them true to pur-
pose, organizations need to have a strong personality,
a North Star, that underpins organizational behaviors
and guides them, as they evolve.”
Accenture found that leaders in sustainable
growth differ from their peers in three ways:
• They understand the changing digital needs of
• They pivot growth strategies to pro;table areas beyond
• They fund new growth by optimizing costs elsewhere.
The report found that the most successful com-
panies have developed ;ve interdependent sets of
capabilities that represent the keys to future growth.
• Target new opportunities. These opportunities
include core and disruptive growth initiatives to fuel
• Design for customers. These products and services
are designed as “hyper-relevant platforms.”
• Build engagement. These companies build intelli-
gent marketing and sales experiences.
• Scale with partners. These partners come from a
broad new set of ecosystem alliances.
• Rewire their cultures. These businesses change their
workplace cultures to have customer-;rst mindsets.
The report also determined that the age of a company does not play into its ability to adapt to change.
A company’s leaders, however, must push for the
change and turn the company into a “living business”
to outperform the company’s peers.
Kristen Wright is editor in chief of the PEI Journal.
Reach her at firstname.lastname@example.org.
of the industrial era. At this point, the failure to complete
a mastery of SMAC will leave businesses unable to serve
even the most basic demands of a post-digital world. But
success will unlock boundless future opportunity.”
“DARQ technologies will enable innovation in such
core aspects of the business that they will be foundational
for whatever comes after that.”
Accenture research revealed that in the U.S. alone,
companies that remained static instead of becoming rele-
vant lost $1 trillion to more relevant competitors in 2017.
“Brands need to keep up,” the Accenture report states.
“Sixty-four percent of the times that customers shift from
one brand to another, it’s in order to seek a more relevant product, service, or experience — and this number