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:

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