ABSTRACT
Chapters 11–13 focus on digital implementation throughout the organization. They utilize the fictional company Broad Learning Solutions (BLS) to provide a real-world framework for understanding the complexities of digital implementation. Chapter 11 is centered on the first step of digital implementation, digital alignment, including how to achieve executive buy-in and align organizational goals to incorporate mindset, purpose, and sustainability. Chapter 11 features a number of questions posed by the BLS management team to their new Director of Digital Marketing, Rosa (a digital integrator) regarding organizational digital alignment.
