Desktop proposals are theoretical overviews with large risks arising from assumptions and untested hypotheses. A business is a living operating entity. A business case is a static blueprint. True success lies in the former and not the latter. 

Architectures are blueprint and as such it’s a design for a system. It’s also a very high level artefact which is useful for thinking and strategizing but not for budgeting or detailed execution.  The deployment of a digital scaling system is therefore light years from the former.

Being able to get products sold on digital channels demonstrates a working capability in proposition design, market analysis, go to market design and execution, customer experience management and logistic fulfillment at a very practical level.  Consulting services by definition are much higher level advisory engagements that in fact does not often pass the pragmatic test.

It’s important to draw the distinction between having a digital client who is scaling in a post revenue mode from startups still prelaunch and therefore whose proof of product and market are not delivered as yet.

Implementation of a concept to yield desired results is the ultimate test of capability. It illustrates clarity of thought, practical design and pragmatic execution. It’s a test of resourcefulness. A single member of a large team often has a few silo skills and relies on the team for progress.  PowerPoint does not generate revenue.  Enough said.

Breadth of conceptual thinking and skills across an industry, value chain or functions are key in a rapidly integrating and consolidating world. The successful professional of the future will demonstrate these capabilities in bucketloads.  The rest will leave a trail of unhappy clients.