article Don’t Reengineer. Reimagine., written by our colleagues Jeff Schumacher, Simon MacGibbon, and Sean Collins suggested that to realize the digital potential of business, you would better reimagine your business instead of reengineer it. Reimagining the business means creating many of the conditions of a startup—the sense of freedom, flexibility, and creativity—but at the scale and with the discipline of a large enterprise. Five basic principles of digitization are introduced here to help companies reimagine its business and drive growth.

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