We are witnessing a digital transformation of business models today. The “industrial age” is behind us. The rules of the game have changed. Advances in technology now force us to focus on the “primacy of the client” instead of unique features of the products and services that we recommend.

It’s helpful to have a niche for your consultancy, but a niche focuses on the consultant. The digital transformation must focus on the client. I’ve been around long enough to see the evolution of solutions go from programs on early IBM PCs to software packages in pretty boxes to apps in the clouds. Presently, we see artificial intelligence (AI), augmented reality (AR) and machine learning result in somewhat human-like apps. But my premise is that no matter how powerful and relevant the apps, it's much more important to understand whether or not your clients are embracing the digital transformation and to move them in that direction.

What is really happening in this digital transformation? Technology today is shifting from driving efficiency to being an enabler of innovation. This cultural transformation forces companies to adapt to different operational models, often integrating robots or allowing machines to help humans make decisions.

The pace of technological change is accelerating with no commensurate change of cost, consistent with Moore’s Law. Entrepreneurs know that advances in cloud technology and connectivity have removed technological barriers, resulting in intelligent enterprises built around smart machines and software intelligence gleaned from global big data. More and more Unicorns ($1bn+ valuation) emerge each year. Witness the growth of Unicorns between 2011 and 2015:

Technology is no longer viewed as a cost consideration, but rather an enabler of revenue generation. Staying on the leading edge provides a competitive advantage because it recognizes the need to change corporate culture and strategy and build success around people who embrace accelerating digital transformation.

Business consultants today need to deliver winning strategies for their clients through a collaborative relationship where the client views the consultant as a trusted member of their management team. We must be constantly aware of digital advances and empower digital transformation for our clients.

Your value to your client should be measured by the value of the benefits that you bring to them. Value pricing enhances your professional image and is the only way to engage your clients[1].

Begin your engagement with your client by developing a deep behavioral insight into their current operational model, culture and pain points. Reinvent their organization and transform their business activities, processes, competencies and models so that you fully leverage the changes and opportunities available from advances in digital technologies.

[1] More information about value pricing can be found at http://verasage.com/ronald-j-baker/ (Ron Baker – VeraSage Institute)

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