New technologies shift consumer expectations, challenge norms, and put pressure on organizations to respond. The pace can be bewildering. For organizations—from grocery chains to advertising agencies—hoping to remain viable, the litmus test is adaptively challenging in website development, agility, and innovation. It’s not about bracing for a tidal wave, it’s learning how to surf.

We provide a starting point for starting websites to digital transformation user’s journey better and creating an effective digital transformation strategy.

Digital transformation is a continuous evolution. Too commonly, organizations see digital transformation goals as an end point. They decide to “do” digital transformation. “Digital is not just a thing that you can buy and plug into the organization,” warns the Harvard Business Review. The digital transformation journey encompasses much more than simply rolling out apps or redesigning a website. It’s about fundamentally redefining an organization’s business operations and customer experience through digital technologies and creating a company that’s actually stronger and more agile than it previously was.

Organizations can lay the groundwork for a successful digital transformation by first solidifying commitment from the organization’s C-suite and senior leaders, recommends a Forrester report. Without decision-makers at the top to green light critical moves—like bringing in a new hire or team to modernize an outdated CMS, for example—progress will stagnate. With executive support, the organization can kick off a digital pilot project, like converting a single, minor business function to digital. Once confidence around a successful digital initiative is established, the organization can move forward with more experimental and bold projects.

For companies that can leverage the correct strategies, the benefits of digital transformation can be both reinforcing and lucrative (as in the case studies referenced below). Digital transformation’s primary advantage is to keep the organization relevant, adaptable, and competitive amidst a shifting landscape. Transformative efforts can redefine a business’s approach to customer strategy, consolidate operations, improve agility and streamline the enterprise’s products and services.

The digital transformation process isn’t plug-and-play. It has everything to do with who manages and executes the change program; an organization-wide program must also have the right talent across the organization. It turns out that’s more difficult than ever in today’s job market.