When creating a product experience, technology can play two roles. Firstly, technology can be a business enabler, where business operations or some parts of the core business, are complemented by digital solutions. Secondly, technology can be a differentiator. Here, software technology/digital solutions drive the core business.
It is important to internalize the difference between the two roles that technology plays in our business. Business enablers can bring a great deal of value to the business, but they play only a supporting role. Businesses can still exist without a digital enabler, although they may not thrive or scale, whereas, a differentiator is the core product itself. If the digital product doesn't exist, then there is no business to run. This is where the IP (intellectual property, which is the intangible value created from patents, copyright, or creativity) of a product is created.
So, business outcomes can be driven by digital solutions that are either enablers...