Alex Osterwalder recommends focusing on creating better value for all (customers and the company), and not on the technology.

He talks about improving the value for the customer and embedding how that is done into the company's business model(s). Improvements in creating, delivering, and capturing value can involve new technologies, and existing technologies, communications, and methods.

Video Transcript: Business Models and Value Propositions

How are we going to use the new technologies today that exist to better value propositions and better business models. And not you know just focus on the digital aspects, but focus on the value propositions that we create, but focus on the business models that create value for the company.

And using all the technologies and communications that’s out there, which is usually going to be a mix between old school and new school. Right, between the physical world and the digital world. The big challenge, you know if I just take my space that I focus on and digital transformation is well, how can we use digital technologies to create better value propositions that address jobs, pains, and gains that matter to customers.

And how do we embed those value propositions in business models that allow my company to create value for my company, for the shareholders, for the employees. And create a certain competitive advantage.

So digital transformation is a combination of innovation, value proposition, innovation business models, and innovation in processes. It’s the whole aspect of transforming on the basis of the digital tools that exist today.