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This special episode of The Digital Enterprise Society podcast was recorded live at The Digital Intersect Conference in Detroit, Michigan on November 17th. Recorded in front of a live audience, Craig Brown and Mark Pendergast take on The Digital Battle, answering questions addressing the digital thread, the digital twin, and company culture.\\xa0 True to form, they disagree on a majority of the topics, but both effectively share their insights and wisdom while answering questions and taking comments from the audience.\\xa0

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On today\\u2019s podcast, you will learn:

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Who owns the digital thread?

• According to Mark, the digital thread is not a thing to be owned.\\xa0
• It\\u2019s a process, a dynamic that can\\u2019t be owned.\\xa0
• While the CEO may be the main \\u2018owner\\u2019, everyone owns pieces of the digital thread.\\xa0
• It can be a gauge of how well your organization can collaborate.
• Craig argues that the customer is a critical owner of the digital thread.\\xa0
• The future success of the digital thread is in the hands of the users.\\xa0

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Is the digital thread a new focus or just rebranding?

• Rebranding by vendors might be Craig\\u2019s biggest pet peeve.\\xa0
• The buzzwords surrounding rebranding don\\u2019t excuse the need for real change.\\xa0
• Mark argues that rebranding increases the scope of thought surrounding all that a product can do.\\xa0
• The digital twin is constantly changing and isn\\u2019t helping PLM\\u2019s image.\\xa0

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Is corporate culture more like a bowling ball or a bowl of spaghetti?

• Culture, according to Mark, is many things and has to be reckoned with before it hits you in the face.\\xa0
• Like a stir fry, the sum of the company culture is greater than the parts of the individual.\\xa0
• According to Craig, corporate culture is more like an overcooked, mushy mess.\\xa0

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Where should you start implementing collaborative design?

• Is collaborative design best implemented first internally, or externally with partners?
• Craig says external implementation should come first by hiring people to teach you what you don\\u2019t know.\\xa0
• The goal should always be to learn more, not to avoid learning.\\xa0
• Mark argues that if you haven\\u2019t mastered internal collaboration, you won\\u2019t be able to master it externally.\\xa0

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Continue the conversation with us within the Digital Enterprise Society Community at www.DigitalEnterpriseSociety.org.

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Digital Download: Virtual Round-Table Series