Marcus Fontoura has spent more than 20 years in big tech companies and has been at the forefront of industry-shaping technology innovations, from computational advertising to cloud computing to fintech. He is currently a Technical Fellow at Microsoft, where he works on cloud computing infrastructure. His new book, A Platform Mindset: Building a Culture of Collaboration (8080 Books, Feb. 11, 2025), shares how companies can expand and scale processes to bring about competitive advantages.
For decades, many companies have treated technology as a secondary consideration — a tool to support operations rather than a driver of strategy. Those days are over.
Today, technology is at the core of every business function — from managing supply chains and optimizing logistics to handling payments and maintaining customer databases. Companies that fail to integrate technology into their foundation risk inefficiency, obsolescence, and, ultimately, failure. This shift requires a new way of thinking: the platform mindset.
What is a platform mindset?
A platform mindset means viewing technology not as an isolated function but as an integral part of all business processes. It’s a shift in perspective that requires leadership to proactively incorporate technology into decision-making, ensuring it enhances every aspect of the company’s operations.
Organizations with a platform mindset don’t merely adopt digital tools, they embed technology into their DNA. This means that instead of siloed IT departments working independently, technology becomes a collaborative force across departments like marketing, HR, and finance.
How to develop a platform mindset
Shifting from a traditional business model to one with a platform mindset requires intentional effort. Here are three key strategies to make this transition effectively:
1. Leadership must think tech-first
Successful companies ensure that leadership actively integrates technology into strategic decisions. This goes beyond implementing automation or upgrading software — it means continuously asking, “How can technology improve our operations, customer experience, and long-term success?”
CEOs and executives must recognize that digital transformation is not a one-time event but an ongoing process. Companies that thrive in the digital age don’t simply react to technological advancements; they anticipate and leverage them.
A great example comes from Microsoft’s transformation under Satya Nadella, who shifted the company’s focus from isolated products to a collaborative cloud-first, AI-driven approach. This change required leadership to break traditional barriers and integrate technology across all functions.
2. Build a strong internal tech ecosystem
Having a Chief Technology Officer (CTO) or an engineering leader is no longer optional — it’s a necessity. But more importantly, this leader must oversee a team that doesn’t just maintain systems but actively collaborates with all departments to create digital solutions tailored to business needs.
For example, HR managers should have a dedicated tech counterpart who understands recruitment challenges and can develop tools to enhance hiring efficiency. Likewise, sales and marketing teams should work alongside developers who create personalized customer experiences through data-driven insights.
One practical approach is ensuring that engineers work closely with business units rather than operating in isolation. This model allows for real-time feedback and innovation that aligns with strategic goals. By embedding technology expertise into every department, companies create an agile and adaptive environment where innovation thrives.
3. Make technology a part of every process
A platform mindset requires companies to integrate technology into daily operations. This means rethinking outdated workflows and optimizing them with digital solutions. For instance:
-Supply chain teams can implement AI-driven analytics to anticipate demand and reduce waste.
-Finance departments can streamline transactions using automated payment processing systems.
-Customer service can leverage AI chatbots to provide instant support and enhance user experience.
At Stone, a Brazilian financial services company, technology was initially seen as a support function. However, by adopting a platform mindset, they restructured operations, making digital solutions a core part of their strategy. This shift enabled them to scale effectively and compete with global financial giants.
A platform mindset is the backbone of long-term success
The future belongs to organizations that embrace a platform mindset — those that build technology into their leadership philosophy, organizational structure, and daily operations. When technology is a foundational element rather than an afterthought, businesses become more efficient, resilient, and adaptable to change.
Adapting to this new reality requires a shift in culture. It requires an investment in the right talent. And it requires a commitment to innovation. Businesses that take these steps now will not only survive but thrive in an increasingly digital world. The key is to move beyond viewing technology as a tool and instead recognize it as the central pillar of long-term success.