Digital transformation is not a technology problem
Artificial intelligence has become unavoidable in today’s digital strategies. From marketing automation to predictive analytics, companies are investing heavily in AI tools to stay competitive. Yet, despite these massive investments, many digital transformation projects still fail.
Why ?
Because technology alone does not create value.
In Make Them Love It !, Sameer Sankhe argues that real transformation does not start with AI, but with people: customers, teams, and leaders. The book offers a refreshing and practical perspective on how companies can move beyond “digital theatre” and build experiences customers truly love.
About the author and the book
Sameer Sankhe is a digital transformation strategist who has worked closely with organisations navigating technological change. Published in 2025, Make Them Love It! arrives at a time when AI is often seen as a miracle solution for growth and innovation.
Instead of focusing on tools or platforms, Sankhe focuses on execution, mindset, and customer understanding.
The book combines strategic thinking with real-world case studies, making it highly relevant for leaders, marketers, and entrepreneurs operating in digital environments.
Key ideas from Make Them Love It!
1.Technology is not the strategy
One of the strongest messages in the book is that adopting new technology does not automatically lead to transformation.
Sankhe illustrates this with the example of Kodak. Although Kodak invented the digital camera, the company failed to rethink its business model and customer experience. While Kodak focused on digitising existing products, platforms like Instagram understood that photography had evolved into a social and sharing-driven experience.
The lesson is clear : digital transformation is about rethinking value creation, not just digitising existing processes.
2. Start with customer pain, not with AI
Sankhe insists that companies should begin by identifying real customer pain points.
Too often, organisations adopt AI because competitors are doing so or because the technology is trending.Successful digital transformations, however, design experiences that solve concrete problems first, and only then select the appropriate technologies.
This idea is particularly relevant for digital marketing, where AI-driven personalisation can easily become ineffective if it is not grounded in real customer needs.
3. Proprietary data as a hidden advantage
A key insight from the book is the role of proprietary data.
Sankhe explains that while AI tools are increasingly accessible to everyone, true differentiation comes from unique datasets that competitors do not have. Legacy companies often underestimate this advantage, even though it can be their strongest asset.
When combined with AI, proprietary data becomes a powerful lever for creating meaningful and differentiated customer experiences.
4. The “Day-Zero” execution model
One of the most practical contributions of the book is the “Day-Zero” execution framework.
Sankhe recommends creating small, autonomous teams , usually six to eight people , operating like startups within larger organisations. These teams are protected from traditional KPIs and bureaucracy, and instead measured on learning speed and customer feedback.
The goal is to launch a minimum viable product quickly, iterate frequently, and treat failure as a learning opportunity rather than a setback.
5. Leadership and cultural transformation
According to Sankhe, digital transformation is ultimately a leadership challenge.
Without strong and hands-on involvement from top management, innovation initiatives often lose momentum. Leaders must stay close to both teams and customers, especially in the early stages of transformation.
The book strongly argues that cultural transformation must come before technological transformation. AI cannot compensate for a lack of vision, clarity, or execution.
Personal opinion
What makes Make Them Love It! particularly compelling is its refusal of easy solutions. Sameer Sankhe does not promise a miracle recipe or a fast, AI-driven transformation. Instead, he reminds readers that technology cannot compensate for :
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a lack of clear vision
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weak organisational culture
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or poor execution
I particularly appreciated the strong emphasis on execution. In many digital projects, companies spend a great deal of time defining ambitious strategies but struggle to turn them into concrete outcomes. The “Day-Zero” model proposed by Sankhe offers a pragmatic response to this challenge by valuing rapid experimentation, continuous learning, and the acceptance of failure as a driver of progress.
The book also encourages a more humble approach to AI. Rather than automating everything at all costs, Sankhe urges organisations to refocus on real use cases and genuine customer needs. This perspective feels especially relevant at a time when AI is sometimes used more as a marketing argument than as a true value-creation tool.
That said, some of the recommendations may be difficult to implement in highly structured or hierarchical organisations. Building autonomous teams protected from traditional KPIs requires strong managerial courage and a deep rethinking of existing governance models.
Conclusion : From digital adoption to customer love
In a world where AI is increasingly accessible, competitive advantage no longer comes from technology alone.
Make Them Love It! reminds us that sustainable digital transformation is built on mindset, execution, and deep customer understanding. For anyone working in digital marketing, innovation, or transformation projects, this book provides a clear and practical framework for turning technology into real value.
The real question is no longer whether companies can adopt AI, but whether they are ready to rethink how they create value before their own “Kodak moment” arrives.