This article focuses on the use of IT systems to meet rapidly changing customer needs. It places particular emphasis on the building of IT “systems strength.” This is defined at Accenture as a measure of a company’s ability to innovate at scale. It is calculated by assessing three factors: tech adoption, tech depth, and organizational culture. The article builds on multiple large sample surveys, as well as in-depth interviewing with large organizations. The second part of the paper considers what to do if your company is not a market leader. Here, the authors explain how “middle-of-the-pack” organizations can leapfrog other firms to accelerate their innovation-led growth. The key here is to change the IT budget allocation from an emphasis on operations to an increased emphasis on innovation.

Data reveals the C-suite recognizes that technical debt -the "price" companies pay for short-term technological fixes -hinders their ability to innovate and adapt in the digital age. One strategy to combat technical debt? Digital decoupling.