strategy for the thinking leader (digital transformation) - digital dna armagh september 2016
TRANSCRIPT
Niall McKeown @niallmckeown
© 2016 all rights reserved Ion Technologies LTD
Digital DNA Armagh 29th September 2016
Strategy creates competitive advantage
People and a culture of innovation sustains it
Technology & Communications is the means by which it is delivered
STRATEGIES, POLICIES, OUTCOMES
So, you want me to do what?
“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”
WHAT IS STRATEGY?
WHAT IS STRATEGY?WHAT IS STRATEGY?Strategy Kernel
Diagnosis Coherent Action
GuidingPolicy
Incoherent Action
Crying baby Kitchen fire Some calls
Interruptions Distractions Most calls
Trivia Busy Work Browsing
Planning Strategy ExerciseChange
Urgent Not Urgent
Impo
rtan
tN
ot Im
port
ant
NOT URGENT BUT IMPORTANT
WHAT IS DIGITAL TRANSFORMATION?
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.
How an organisation is built to change, innovate and reinvent rather than simply enhance and support the traditional methods.
Digital
Transformation
COMMUNICATION TECHNOLOGY
LEA
DE
RSH
IP
Technology Support
Rapid Solution Builders
Marketing Tactics
Communications Leadership
Short Term Management
Leading Step Change
DigitalTransformation
DIGITISING SERVICES 2017DIGITALLY
TRANSFORMED SERVICES
2020
‘DOING DIGITAL’ 0
Disruptive Innovation
4
5 6 7
3
$
1
?
2
7 PRINCIPLES Knowyourself
ResourcesMarketplaceCustomers
Marketposition
Engine of growth Tactics
THERE IS A FRAMEWORK FOR PLANNING ACTIONABLE DIGITAL TRANSFORMATION
STRATEGIES
CULTURAL HIERARCHY OF NEEDS
CLOSE CAPABILITY GAPS
SCORE INNOVATIONS
5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION= DIGITAL TRANSFORMATION
STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION= DIGITISATION
5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION= RESISTANCE
5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION= UNCOORDINATED
5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION= FRUSTRATION
5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION= STAGNATION
5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION= DIGITAL TRANSFORMATION
Doing Digital Or
Digital Innovator?
5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION= DIGITAL TRANSFORMATION
Milemarkers Projects Tasks7
Customer Volume
How Customer Perceives Your Business Lens Lock [ _________]5 6
7PBDS STRATEGY BOARD STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION
7PBDS STRATEGY BOARD STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATIONYourself
Customer
Market
Resources
Diagnosis
Strategic Ambition
Competitors
Proposition
Force=ma
Volume Time
Talent
Cash
1 3
2 4
Task
Intent
Unique Value Proposition
STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION
Yourself
Diagnosis
Strategic Ambition
1
Unique Value Proposition
STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION
“We are the _______ in ______ for _____ because we do _______
better than anyone else”
STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION
“We are the pioneers in Early Participation Therapy for children
with special needs because we produce affordable clinically excellent
products better than anybody else”
STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION
“We are the pioneers in Early Participation Therapy for children
with special needs because we make stuff that involves the family in helping the child engage in life
better than anyone else”
Milemarkers Projects Tasks7
Customer Volume
How Customer Perceives Your Business Lens Lock [ _________]5 6
7PBDS STRATEGY BOARD STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION
Customer Volume
How Customer Perceives Your Business
Lens Lock [ _________]5 6
STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION
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)
SEO, PPC, Display
Customer Volume
How Customer Perceives Your Business
Lens Lock [ _________]5 6
STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION
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)
Inno
vatio
n
STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION
Advocacy
Inno
vatio
n
Persona Planning & Website Design
Resolve Channel Conflict
Peer Review Engagement & planning
Therapist Induc?on
Blogger Outreach
Large scale vision/execu?on content plan
Demand Tests
Propensity to purchase
Produc?on Size Demand
Technology Choices
Video case studies
Staff Training & Culture
STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION
Therapist Induc?on
Large scale vision/execu?on content plan Video case studies
Inno
vatio
n
Interna?onal Speaking Engagement Blogger pre-release
Phase 2 ContentOwn Social Leadership
Peer Review Content Report from PhD
Collabora?ve Innova?on
Win Interna?onal Award
10 Point Check List Pivot
& Innovate Again
Customer Volume
How Customer Perceives Your Business
Lens Lock [ _________]5 6
STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION
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)
Milemarkers Projects Tasks
Resolve channel conflict
Training for staff
Milemarkers Projects Tasks7
Customer Volume
How Customer Perceives Your Business Lens Lock [ _________]5 6
7PBDS STRATEGY BOARD STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION
!
!
!
!
!
!
!
!
!
!
!
!! !
!
!
5 CHANGE BLOCKS OF DIGITAL TRANSFORMATION
STRATEGY& CULTURE
STAFF &CUSTOMER
ENGAGEMENTPROCESS &
INNOVATION TECHNOLOGY DATA &ANALYTICS+ + + +
=DIGITAL
TRANSFORMATION
CLOSED
COLLABORATIVE
OPEN
http://www.dailymail.co.uk/news/article-2604663/Flower-girl-4-took-steps-thanks-harness-attached-dad.html
Digital Innovator
Characteristics
Digital Innovators Doing Digital
Set destinations Set targets
Create action based strategy and guiding policy
Manage people against targets
Diagnose as they goTruly diagnose a clearly articulated challenge
Bolt it on to ‘business as usual’
Create capacity and capability for transformation
Subjective decision makingOutcomes based data driven
decision making
Articulate outcomes in terms of technology
Constantly articulate the ‘human changed state’
Niall McKeown @niallmckeown
© 2016 all rights reserved Ion Technologies LTD
Digital DNA Armagh 29th September 2016