Traditional business logic dictates that you should outsource functions that aren’t core to your business in order to let the efficiencies of the market drive down costs. Let’s say you run a profitable magazine publishing company. You’ll probably have in-house editorial, marketing and finance teams. However, there’s little point in hiring your own cleaners because they’re not core to your business.

Digital services used to be seen in this way — as a cost to be minimized by hiring external agencies that would compete with each other on price and quality. Sadly, this attitude resulted in many large organizations spending less on their digital services than they did on their restrooms, which seems crazy considering how important digital channels have become. If you equate expenditure to value, this paints a stark picture of how some traditional companies valued this sector.

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