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" ... Begin by asking yourself questions such as, "What types of digital experiences increase brand love?" For example, Home Depot, the Sacramento Kings and Jimmy John’s all provide nonindustry benchmarks. Also ask, "Which brands have successfully navigated from digital to brick-and-mortar?" This underscores the power of the brand and the value of the digital experience bringing it in real life for the customer. Finally, ask, "How do they pressure test new initiatives?" This can help guide your organization's plan and projected bandwidth for this project. These kinds of questions, and a willingness to look outside of your industry, are smart ways to jump-start your strategy. ... "
" ... If a nonindustry company can adopt, adapt or absorb the right expertise, technology and capability, it will disrupt traditional well-established industry players. ... "