ABSTRACT
In the interview “Advising companies for digital transformation” Giuseppe Folonari, the European Head of Business Strategy of AKQA, a consulting company for digital transformation, describes how to advise companies in adopting digital strategies and actions. It emerges that companies facing digital transformation must accept and know how to make decisions in conditions of uncertainty without waiting for everything to be clear, without expecting an immediate result, as evolution is continuous. The combination of digital and analog is a key to success, avoiding digital washing. The business model that emerges is an open model, capable of welcoming and understanding valuable partners. Companies are required to make a cultural change that is not always easy.
