In the 20 years since the emergence of the commercial Internet, businesses have dramatically changed their approach to how they serve customers and make money. But while the Web has introduced many large-scale changes, the broader transition to digital society is still in its early days. In fact, the most important digital innovations — systems that think and learn, for example — are still ahead of us.
But beyond digitizing products, services and processes, we believe the winners of the next digital economy will combine an understanding of human behavior with expertise in digital technologies. To truly understand people, decision-makers must tap into the world of the humanities and social sciences to observe customers and draw heavily on the insights captured through behavioral analytics. Successful businesses will build teams and organizations that embrace both behavioral and technology acumen. In short, to become more digital, businesses must first become more human.