The concept of hidden affordances suggests that organizations need to grow into effective digital strategy. In our survey, the goals of digital strategy differ by maturity stage. Early stage companies focus mostly on improving customer service and engagement. In addition to these goals, developing companies tend to focus more on improving innovation and business decision making. The maturing companies, however, are most likely to add transforming the business to these strategic goals. Indeed, at the highest levels of digital maturity, all these goals come into play.
