Leading the digital business revolution - webinar slides

transcript

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@brilliantnoisebrilliantnoise.com

#bnwebinar

Brilliant NoiseApril 2014

Leading the digital business revolution

Making Leaders Successful Every Day

Leading The Digital Business Revolution Martin Gill, VP & Principal Analyst April 24th, 2014

@martinjohngill

We face a wave of innovation.

Some brands are born digital.

Some achieve digital mastery.

While others have had digital thrust upon them.

What barriers do you have to overcome?

Experience is the only differentiator. Image source: http://www.techypod.com/2012/01/nike-fuel-band-for-fitness-enthusiast.html

But you’re stuck behind walls.

Image source: http://www.deviantart.com/art/Geek-69422008

To the rest of your organization, “digital is something he does”.

Today’s structures are no longer fit for purpose.

Digital maturity has multiple dimensions.

Digital Maturity has four dimensions

Repair Elevate Optimize Differentiate

Culture

Organization

Technology

Measurement

0 20% 40% 60% 80% 100% 120%

Source: Digital Maturity Survey 2013

Digital leaders are hard to find Repair Elevate Optimize Differentiate

Digital Maturity

Digital Maturity varies by sector Elevate Optimize

Financial Services

Technology

Media & Communications

Retail & Wholesale

0 20% 40% 60% 80% 100% 120%

Repair Differentiate

Digital Maturity delivers results

0% 10% 20% 30% 40% 50% 60% 70%

No impact

We have not implemented a multi-touchpoint digital strategy

Increased operating costs

Increased employee morale

Increased offline sales

Increased call center volume

Decreased operating costs

Satisfaction or similar metrics

Increased profitability

Increased online sales

What impact has the implementation of a multi-touchpoint digital strategy had on your company?

Differentiate Repair

Master both sides of digital

How do you lead the digital revolution?

Start with a digital vision.

You need to do 2 things

Create the conditions for transformation

Master the three essential digital skills

#1: Create the conditions for transformation

Create conditions for transformation

Consolidate digital strategy under a single customer-focused leader A

Nespresso’s digital team provides core platforms and processes.

Consolidate digital strategy under a single customer-focused leader

Organize around the customer, not the function

Westpac organizes around the customer.

Embed digital skills and competencies into the business C

Nestle educates and trains its business.

Embed digital skills and competencies into the business

Embrace cross-functional, agile ways of working

Fidor leverages social technology to engage customers in product development.

The digital transformation framework

Digital Vision Consolidate digital strategy

under a single customer-focused leader

Embed digital skills and competencies into the business

Embrace cross-functional, agile ways of working

You need to do 2 things

Create the conditions for transformation

Strategic

Transformational

Operational

Set and communicate digital strategy

Manage digital change

Operate and optimize digital touchpoints

Where are your digital strengths?

Operational

Transformational (eBusiness lead)

Transformational (IT lead)

Strategic eB

IT maturity

Building your transformation plan.

Start by assessing what you’ve got.

Consolidate digital functions to bust down the silos.

Embed digital throughout your business.

Prepare to get a bloody nose as you bust down some walls.

Thank you Martin Gill +44 (0)20.7323.7734 mgill@forrester.com @martinjohngill

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#bnwebinar

Leading the digital business revolution

Antony MayfieldCEOBrilliant Noise

Martin Gill VP & Principal AnalystForrester

Alun WilliamsDigital DirectorTUI

Martin Gill VP & Principal AnalystForrester

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#bnwebinar

Digital leadership

“So, what I tell investors is, we’ve nearly tripled the business in seven years….

“This is the most connected culture that you will ever find, I believe, in any industry in the world.

“…You know, I had a cultural anthropologist come in and study the culture of the company to tell us what we had created. I wanted to capture it for the next generation so they could understand how we did this and how we work.”

Angela Ahrendts on digital culture

Peter Drucker

Knowledge Worker

Peter Drucker

ManagingOneself

Peter Drucker

“Culture eats strategy for breakfast.”

Attributed to Peter Drucker

“Culture eats technology for breakfast.”

Attributed to Peter Drucker turning in his grave.

Imposing technology on organisations…

Now digital change comes in all directions…

Customer

Competitor Sta!

Channels

Company

Bolt-ons are not enough.

Digital transformation is cultural change on a grand scale.

Digital transformation requires personal reinvention from leaders.

How to create a digital leadership mindset.

- Leading yourselfCreating a digital mindset, threshold knowledge, creating an example of change.

- Leading others Spreading mindset, collaboration.

- Leading organisationsClear vision and communication, creating a culture that is flexible and open to change.

Digital leaders

We explored leading yourself and leading others for Nokia’s Smarter Everyday campaign.

Design Your Day

How to use design thinking and neuroscience to make every day work better

Mobile Mastery

How to make technology work for you, not the other way around

Teams That Flow

How high performing teams use technology and organise themselves

Growing Agility

How individuals and organisations become more flexible and thrive in a volatile world

Digital mindset journey

Personal Development

Agile innovation

Digital customers Trends

AttentionNetworksWeb history & cultureExponential growth Social media

DataficationInternet of thingsPrivacy and publicness Digital commerce Media and advertising

Personal development: Threshold concepts for digital leadership

Agile innovation. Move fast and break things.

“The Goal Is to Become HBO Faster Than HBO Can Become Us”Ted Sarandos, Chief Content O!cer, Netflix

Digital customers

Model first published Harvard Business Review

Digital trends

Where to start digital transformation?

- Lead. Vision, principles, setting tone & pace.

- Pilot.Permission to be radical. Exploring, learning, experiencing risk, attitudes to failure.

- Scale. Systems, continuous improvement, storytelling.

Three vital elements of digital transformation

“It is the individual, operating at the peak of his or her powers, who will revive our organizations, by reinventing both self and them.”Warren Bennis, Leadership studies pioneer and professor at USC.

Digital Transformation – TUI TravelAlun Williams – Digital Director – TUI Europe

Digital Transformation – TUI Travel

• Digital Strategy• Technology• Leadership• Training & Development• Incubation v’s Proliferation• Power of the Network• CX at the Top Table• Analytics as the Heartbeat• Culture & Environment

Antony MayfieldCEOBrilliant Noise

Martin Gill Principal AnalystForrester

Alun WilliamsDigital DirectorTUI

Discussion.