top 5 digital transformation strategy myths
TRANSCRIPT
Niall McKeown @niallmckeown
© 2016 all rights reserved Ion Technologies LTD
Top 5 Digital Transformation
Strategy Myths
The word “digital” is a synonym for the pace of change
that’s occurring in today’s world, driven by the rapid
adoption of technology.
“Transformation” in this context is: How an organisation is
built to change, innovate and reinvent rather than simply
enhance and support the traditional methods.
WHAT IS DIGITAL TRANSFORMATION?
Strategy creates competitive advantage
People and a culture of innovation sustains it
Technology & Communications is the means by which it is delivered
WHAT WE BELIEVE
MYTH #1 IMPROVING IT SYSTEMS IS DIGITAL TRANSFORMATION
MYTH #1 DIGITAL TRANSFORMATION IS ABOUT TECHNOLOGY
“Digital transformation is fundamentally not about technology but about strategy. Although it may
require upgrading your IT architecture, the more important upgrade is to your strategic thinking.”
The Digital Transformation Playbook: Rethink Your Business for the Digital Age (Columbia Business School Publishing)
MYTH #2 IMPROVING OPERATIONS IS STRATEGIC DIGITAL TRANSFORMATION
MYTH #2 IMPROVING OPERATIONS IS STRATEGIC DIGITAL TRANSFORMATION
MYTH #2 IMPROVING OPERATIONS IS STRATEGIC DIGITAL TRANSFORMATION
“Strategy is about organisational change”
The opening line of “What is strategy” Published HBR 1996
MYTH #2 IMPROVING OPERATIONS IS STRATEGIC DIGITAL TRANSFORMATION
MYTH #3 IMPROVING DIGITAL MARKETING IS DIGITAL
TRANSFORMATION
DIGITALTRANSFORMATION
COMMUNICATION
Communications Leadership
TECHNOLOGY
Rapid Solution Builders
LEA
DE
RS
HIP
Leading Step Change
MYTH #3 IMPROVING DIGITAL MARKETING IS DIGITAL TRANSFORMATION
MYTH #4 ALL DIGITAL TRANSFORMATION
STRATEGIES ARE GOOD STRATEGIES
MYTH #4 ALL DIGITAL TRANSFORMATION STRATEGIES ARE GOOD STRATEGIES
“Strategy comes from identifying one or two critical issues in the situation – the pivotal points that can multiply the effectiveness of effort – then focusing and concentrating action and resources on them”
MYTH #4 ALL DIGITAL TRANSFORMATION STRATEGIES ARE GOOD STRATEGIES
Strategy Kernel
DiagnosisCoherent
Action
Guiding Policy
Incoherent Action
MYTH #4 ALL DIGITAL TRANSFORMATION STRATEGIES ARE GOOD STRATEGIES
MYTH #5 AGILE, LEAN, SPRINT, PORTERS 5 FORCES, PESTEL…CREATE DIGITAL
TRANSFORMATION STRATEGIES
MYTH #5 AGILE, LEAN, SPRINT, PORTERS 5 FORCES, PESTEL…CREATE DIGITAL TRANSFORMATION STRATEGIES
Defining N
ew
Competitive
Advantage
Testi
ng Ass
umptions
Creatin
g Solutio
ns
Deliverin
g Tech
nology
MYTH #5 AGILE, LEAN, SPRINT, PORTERS 5 FORCES, PESTEL…CREATE DIGITAL TRANSFORMATION STRATEGIES
ExclusiveNiche
or limited Audience Mass MarketMainstream
Warm(Comforted)
Mild(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot(Passionate)
DIGITAL TRANSFORMATION JOURNEY PLANNER
ExclusiveNiche
or limited Audience Mass MarketMainstream
Warm(Comforted)
Mild(Informed)
Cold (Rational)
Customer Volume
How Customer Perceives Your Business
6
5 7
31
2 4
8
PrimeAuthority
AttentionAdvocacy
All Media
Bought MediaOwned Media
Earned Media
Hot(Passionate)
Start Here >
< Destination
DATA DRIVEN STRATEGY CREATION
7 PRINCIPLES OF DIGITAL BUSINESS STRATEGY DIGITAL TRANSFORMATION FRAMEWORK
4
5 6 7
3
$
1
?
2
7 PRINCIPLES Knowyourself
ResourcesMarketplaceCustomers
Marketposition
Engine of growth Tactics
Yourself
Customer
Market
Resources
Diagnosis
Strategic Ambition
Competitors
Proposition
Force=ma
Volume Time
Talent
Cash
1 3
2 4
Task
Intent
Unique Value Proposition
DATA PROVIDING EVIDENCE OF COMPETITIVE ADVANTAGE
Yourself
Customer
Market
Resources
Diagnosis
Strategic Ambition
Unique Value Proposition
Competitors
Proposition
Force=ma
Volume Time
Talent
Cash
1 3
2 4
Mile Marker Projects Tasks
Task
Intent
✓
✓
✓
⎋ ⏎
⎅ ⎆
⎈ ⌘
⎙ ⌰
⍾ ⍵
♲ ⍟
⎃ ⌮ ⎂
⎃ ⌭ ⎃
⎃ ⌮ ⎂
⎃ ⌭ ⎃
⎃ ⌮ ⎂
⎃ ⌭ ⎃
⎃ ⌮ ⎂
⎃ ⌭ ⎃
🕒
👤
＄
Niall McKeown @niallmckeown
© 2016 all rights reserved Ion Technologies LTD
Top 5 Digital Transformation
Strategy Myths