Author Sri Manchala was taken aback in finding how little business owners profit in the digital world.

In his book, “Crossing the Digital Fault Line,” he writes that businesses should focus more on their customers than on competitors. But he doesn’t mean to ignore competitors completely.

Keep an eye on rivals but only if they are better and more successful.

• It’s essential to understand your customers, launch products and services and track data for sales, satisfaction and loyalty.

• Technology doesn’t enable this. People do.

“The high tech industry has marketed itself so well that people often fall into the trap of thinking that technology solves everything,” he writes.

“One big reason most transformational initiatives fail is because their human dimension is neither fully understood nor does it get the attention it deserves.”

• Digital leaders are made, not born. The skills are acquired over time and with constant practice. That means everyone has the same opportunity.

• Digital transformation requires “methodical innovators” who embraces data and a systematic, outcomeoriented approach.

• Don’t get comfortable, Transformation is endless,

“Cutting-edge today will be primitive tomorrow.”