Many B2B companies are struggling to truly innovate their operating models. As a result, leading companies in high-tech, industrial, medical device, and other B2B tech markets are hesitating to take the steps necessary to change how they build and deliver their solutions.

They are carrying too much baggage―high labor costs, slow time to customer value, under-responsive sales and services―into a future that won't stand for it. That's true even though the technologies are available to enable the changes NOW.

Digital Hesitation is a technology business book that examines why most B2B companies fail to reach the full potential of their digital transformation efforts. The authors join me on Tech Talks Daily to discuss how the book is written from the perspectives of a dozen experts who interact with and advise the world's top technology companies daily.

About J.B. Wood

J.B. Wood is president and CEO of the Technology & Services Industry Association (TSIA), the leading association for today's technology and services organizations. Through TSIA, Wood advises the world's largest B2B technology companies on strategies to increase growth and profitability by optimizing their services, sales, product, and channel operations.

Wood is a best-selling author and frequent industry speaker on the topics of business outcome engineering, X-as-a-Service (XaaS) business models, transformations in the traditional customer-supplier relationship, and TSIA's LAER customer engagement model (Land, Adopt, Expand, and Renew). He has also appeared in such leading publications as Fortune, The New York Times, and The Wall Street Journal.

About Thomas E. Lah

Thomas Lah is the executive director and executive vice president of the Technology & Services Industry Association (TSIA), the leading association for today's technology and services organizations. For over 20 years, he has been helping some of the world's largest technology.

About TSIA

The Technology & Services Industry Association (TSIA) is the world's leading research organization dedicated to helping technology companies achieve profitable growth and solve their top business challenges.

80% of the Fortune 100 technology companies have a TSIA membership, and executives from these companies look to TSIA for data and guidance that helps them make the right business decisions to ensure success.