Dual Transformation

/ˈduː.əl ˌtræns.fɚˈmeɪ.ʃən/

Two simultaneous transformations which mutually reinforce each other. Typically one focuses on the core business (Transformation A) and one on new business opportunities at the edges (Transformation B).

Many executives talk about the need of transforming their business but often only mean rescuing their current business models for the digital age. Just iterating or digitizing yesterday’s game, however, is rarely sufficient (Transformation A). For organizations to position themselves for the future, they will also have to create new business model options (Transformation B) to shape, or at least take part in, tomorrow’s game. In accordance with , we therefore view transformation not as a single monolithic process, but rather as two simultaneous transformations that mutually reinforce each other. This is what ‘dual transformation’ means. [ read more … ]


Anthony, S. D., Gilbert, C. G., & Johnson, M. W. (2017). Dual Transformation: How to Reposition Today’s Business While Creating the Future. Harvard Business Review Press.