Who would have thought that IBM iX, IBM’s creative consulting/digital agency unit, would say things that preach to our choir. However, last week they bought up a number of digital marketing agencies in the US and Germany, and Matt Candy, IBM iX VP of European business, said: “The word ‘experience’ is the North Star that guides all we do. It’s what’s driving digital transformation. That’s because more and more industries are becoming commoditized at their core, and the only way to drive competitive differentiation is through experience.”
Amen to that, Mr. Candy.