This special episode of The Digital Enterprise Society podcast was recorded live at The Digital Intersect Conference in Detroit, Michigan on November 17th. Recorded in front of a live audience, Craig Brown and Mark Pendergast take on The Digital Battle, answering questions addressing the digital thread, the digital twin, and company culture.  True to form, they disagree on a majority of the topics, but both effectively share their insights and wisdom while answering questions and taking comments from the audience. 

 

On today’s podcast, you will learn:

 

Who owns the digital thread?

• According to Mark, the digital thread is not a thing to be owned. 
• It’s a process, a dynamic that can’t be owned. 
• While the CEO may be the main ‘owner’, everyone owns pieces of the digital thread. 
• It can be a gauge of how well your organization can collaborate.
• Craig argues that the customer is a critical owner of the digital thread. 
• The future success of the digital thread is in the hands of the users. 

 

Is the digital thread a new focus or just rebranding?

• Rebranding by vendors might be Craig’s biggest pet peeve. 
• The buzzwords surrounding rebranding don’t excuse the need for real change. 
• Mark argues that rebranding increases the scope of thought surrounding all that a product can do. 
• The digital twin is constantly changing and isn’t helping PLM’s image. 

 

Is corporate culture more like a bowling ball or a bowl of spaghetti?

• Culture, according to Mark, is many things and has to be reckoned with before it hits you in the face. 
• Like a stir fry, the sum of the company culture is greater than the parts of the individual. 
• According to Craig, corporate culture is more like an overcooked, mushy mess. 

 

Where should you start implementing collaborative design?

• Is collaborative design best implemented first internally, or externally with partners?
• Craig says external implementation should come first by hiring people to teach you what you don’t know. 
• The goal should always be to learn more, not to avoid learning. 
• Mark argues that if you haven’t mastered internal collaboration, you won’t be able to master it externally. 

 

Continue the conversation with us within the Digital Enterprise Society Community at www.DigitalEnterpriseSociety.org.

 

Digital Download: Virtual Round-Table Series