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Recent research from MIT's Centre for Information Systems Research (CISR) suggests that successful digital business strategies rely less on strategic analysis and big bets than on experiments and learning.

As a strategy formulation approach that’s alien to most established companies, but one that’s vital to their survival, established organisations must learn to act like start-ups. In order to compete, companies need to pursue a continuous stream of digital offering experiments. Designing innovative applications at speed, learning what customers value and scaling the most successful experimental offerings will be the key to success.

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