Buckle up.
Uncertainty is back.

To operate with resilience and thrive—not just survive—navigate the maze of unknowns in today’s business environment by going all-in on digital. See how digital leaders found success before the crisis—and how they're better positioned to emerge stronger.

Learn from the Transcenders. They’re resilient—and they’re the 5% of businesses that win in digital.

PwC’s recent CFO Pulse survey revealed that while 52% of companies plan to cut or defer investments because of COVID-19, just 9% of those surveyed will make those cuts in digital transformation. We’ve studied thousands of digitally transforming companies for decades through our Digital IQ research. This year, from our survey of 2,380 executives around the globe, we discovered a group of companies that consistently invest in new ways of working and get significant value on their digital investments in every area we assess—from growth and profits to innovation, customer experience, people and more. They’re the winning 5%.

We call them Transcenders. They don’t dabble. They dive in. They succeed, despite disruption.

Here are the four ways Transcenders get to payback

Build a resilient culture that doesn’t fear a crisis

Transformation never ends. That sentiment guides what Transcenders do each day and how they invest to stay essential. Their cultural DNA empowers them to navigate change and be prepared for anything.

67% of Transcenders lived through a major disruption—a merger or acquisition, significant business model or senior leadership change—in the last two years and emerged stronger.

They’ve learned from those challenges and embrace the concept of change as the only constant.

76% of Transcenders get significant value from new ways of working


98% of Transcenders don't fear extinction


Mandate change, don’t just talk about it

Transcenders don’t just talk big, they act: 84% mandate—not just encourage—collaboration and cross-functional work. They provide the tools and leadership to make it happen.

Digital is their corporate strategy, not a line item or “special effort.”

While others are ruminating on ideas, Transcender leaders are capturing and acting on the best of them, drawing from all levels to drive their business, no matter the conditions.

Transcenders have a clear direction for digital 96% of the time


Leadership isn’t a roadblock to innovation at 94% of Transcender companies


Invest like you mean it

Talk is cheap. So Transcenders invest 33% more than other companies in the plumbing—the technology, processes, operating models and the ways of working—that will drive their digital supremacy.

Transcenders primarily use digital investments to grow their business and develop ways of working that help them easily pivot to remain essential.

They’re on the right track. More than three-quarters of Transcenders are getting value from their investments in technology and new ways of working—significantly more than other companies.

Transcenders have 17% higher profit margin growth over three years


Digital has increased time spent innovating for 84% of Transcenders


Make your people your superpower

Transcenders say their people are more innovative, more active in driving business and have learned to innovate in ways that have a positive impact on the bottom line.

Transcenders spend more to upskill their people, recruit differently and are able to attract and keep the best talent.

And they know training is meaningless if it doesn’t stick, doesn’t drive their business or fails to motivate people. That’s why 63% of Transcenders have upended their training process and obsess over getting it right.

92% of Transcenders capture and act on ideas from all staff levels


Adoption of new programs and tech is widespread at 72% of Transcenders


Who do the Transcenders look up to?

These are some of the companies Transcenders say set the pace in digital—and they’re regularly praised in the marketplace.*





*In 2020 Global Digital IQ, respondents named up to five companies they believed lead in digital. These are some of the most-repeated names.

Now become them.

Dive into the Transcender playbook

About the survey

We surveyed 2,380 senior executives in 76 countries and a wide range of industry sectors. Respondents represent a range of sizes, from less than $250 million in revenue to over $50 billion. The survey was fielded by Oxford Economics between July 2019 and September 2019.

Contact us

Tom Puthiyamadam

Transformation Consulting Solutions and Products Leader, PwC US

Paul Gaynor

Global & US Alliances and Technology Consulting Leader, PwC US

Scott Likens

Partner, Trust Technology, PwC Labs, PwC US

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