7 Assumptions That Stopped Being True About Enterprise Transformation

Here are 7 assumptions that shaped enterprise transformation for 20 years.

Every one was reasonable when it was formed.

I know because I built my own company on several of them.

For the first 15 years of building Demand Metric, I built one of the biggest playbook libraries in the world on assumption #1: that great information leads to great execution.

For a lot of companies it genuinely helped. For many others, the results didn't match the investment, and for a long time, I thought that was an execution gap on their end.

It took a trip to Tokyo, seeing a stack of binders worth tens of millions that hadn't changed anything, and learning the transformation leader who'd overseen it had been let go, for me to realize the gap wasn't execution.

The assumptions on the approach hadn't kept up with how fast things were moving.

The content consulting firms produce is correct. The point is in how you get people to execute it when conditions keep shifting.