Why do we do this? Often, because a project has the word “digital” attached to it, businesses make the leap to assume that an IT department can manage it, or that the marketing department can handle it because they deal with “digital” — i.e. marketing channels — every day. That way of thinking fundamentally misunderstands what “digital first” involves: to be successful with digital products, a company needs to adopt a “pull” dynamic with its market, understand customers’ unmet needs and redesign processes to facilitate a responsive capacity. Strategy, technology and design in combination solve these problems, but these aren’t typical core competencies represented in IT and marketing departments.