AT011: Unlocking the Missing Use Case with James Alexander

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AT011: Unlocking the Missing Use Case with James Alexander

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In this episode, James Alexander, CEO and co-founder of Loop Horizon, joins Andrew to explore the often-overlooked use cases in digital transformation. Drawing from his experience at Sky and Loop Horizon, James outlines four types of use cases—standard, improvement, advanced, and rare—and explains why the latter two, though harder to define, often yield the greatest value. He emphasizes the importance of bridging marketing and technology teams, building confidence, and planning for both short- and long-term goals. The conversation is rich with real-world examples, strategic frameworks, and practical advice for organizations navigating data-driven change.

You can read the article here: Maximsing Your Investment: The Missing Use Case

Talking Points:

The four types of use cases in digital transformation
Why advanced and rare use cases are often missed
Real-world example from a travel client’s journey transformation
The importance of confidence over technology
Bridging the gap between marketing and tech teams
The PVA framework: Pioneering, Value, Achievability
Short-term wins vs. long-term capability building
Operational feasibility and resource planning
Why tools are less important than people and process
Aggregating use cases for better delivery efficiency

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