Revenue and sales
Digital culture is the way of thinking, communicating and working that came with the digital world, built on openness, sharing and collaboration between people who never meet.
In Enrico Giubertoni's writing it lives on two levels: the historical one, born in the years of the open network and free software, and the corporate one, where it names the mindset that decides whether a transformation succeeds, because where internal digital culture stands still the clunky processes go on being tolerated inside the company just when customers have stopped tolerating them.
An example
Two companies in the same sector receive the same new tool. In the first, managers ask to test it on a real case within two weeks and report the failed attempts as well. In the second, everyone waits for instructions from above and goes back to the spreadsheet: the difference sits in the digital culture long before it sits in the budget.
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