New digital technologies present threats and opportunities for companies. Some companies fail to recognize what their customers are drawn to because they’re too narrowly focused on products and services. Five traps contribute to this lack of foresight: the product trap, the value-chain trap, the operational-efficiency trap, the customer trap, and the competitor trap. Focus on the bigger picture: What do consumers want? Read this article from digital transformation professor Mohan Subramaniam to recognize these traps and learn ways to overcome them.