Great way to frame this area. 100% agree that people and culture are the first thing to address. Our team works with businesses across many industries and it is striking how often there is an 'enabling' IT solution in place that is unused and so unproductive for clients.

So much of this is mindset: people are often open to experimenting with technologies in their personal life (social media/messaging/video calling)... but there is often a belief that different rules/social norms exist in the business world.

If I look at how many businesses communicate with their customers, it's often the case that they use the same three 'technologies' that they've been using for the last 20 years: phone, email, and face-to-face meetings. There's so much opportunity to break those chains and work more effectively together.