Jan Bosch is a research center director, professor, consultant and angel investor in startups. You can contact him at jan@janbosch.com.


Boost your digitalization: A/B testing

Reading time: 3 minutes

Although it’s uncertain who said it, a famous quote is “It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so.” This notion is at the heart of digitalization: much of what we think we know is no longer true when the industry goes through a digital transformation.

Successful companies typically know something that the rest of the industry doesn’t and this generates their success. This “secret sauce” may benefit the company for a long time, decades even, but when significant disruptions happen, all assumptions need to be revisited and reevaluated.

Most companies hold what we refer to as shadow beliefs. These are beliefs that may have been true in the past but are no longer true today. However, all in the company still operate based on the shadow beliefs and, in a sense, are focusing their energy on the wrong thing.

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