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| Date post: | 21-Apr-2017 |
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@jcaudron
A story about Transformation
Sold in 35 countries!
@jcaudron
• we are a digital and innovative marketing consulting company
• founded in 2009 as Dearmedia, now the nucleus of the Duval Union ecosystem
• we work for large European clients
• we have a strong vision on the impact of digital and act accordingly
• we are advisors, writers, coaches and entrepreneurs
Long term strategy
Short term strategy
Fixing the basics
@jcaudron
Hi, I’m Jo Caudron Active in digital since 1993
Internet entrepreneur involved in 20+ start-ups.
Founding Partner of
Are you an active social media user?
Do you embrace new technology?
Do you get your kicks from new business models?
Who are you?
Digital disruption is real. Expect a smack in the face…
who is your…
Where did the money go?
@jcaudron
Waves of Digital Disruption
1995+ Music Photography Video Rental …
2005+ Print Media TV Travel Real-Estate HR …
2015+ Finance Healthcare Automotive Real-Estate Retail Education Telco …
2020+ All Safe havens will be subject to digital disruption …
@jcaudron
What can we learn?
Lack of understanding
creates fear
Putting things in a frame creates insights
• What can we learn?
Impact on Food & Retail?
Consumer
Retail Media
(Food) Brands
The relationship is changing.
The Glass House
This metaphor describes the changing relationship between the organization and the outside world.Transparency
Accountability Proximity
Responsiveness Bi-directional Humanization Authenticity
The relationship is changing.The Glass House
Transparency Accountability
Proximity Responsiveness
Bi-directional Humanization Authenticity
The Glass House
Transparency Accountability
Proximity Responsiveness
Bi-directional Humanization Authenticity
The Glass House
Transparency Accountability
Proximity Responsiveness
Bi-directional Humanization Authenticity
Product, services and their business models are changing.
This metaphor describes the evolution of unbundling and how this changes
your products, services, business models, go-to market.
The Package
Monolithic vs. atomic APPification
Long Tail Personalized Experience
Speed Price
(Self-)service Scalability
UnbundlingThe Package
Monolithic vs. atomic APPification
Long Tail Personalized Experience
Speed Price
(Self-)service Scalability
Angry Birds Twitter, Facebook
Newspaper Website
CNN online / app
Blogs
Vertical sites and specialties portals
Yelo App Apple TV
Spotify
Sporza.be
LinkedIn, Monster, ...
eBayPinterest, blogs
Weather Pro (iPhone)
Traffic: Waze
YouTube
Twitter, Facebook
RSS
Breaking news
In-depth analysis
Services
WeatherClassifieds
Jobs
Sports
TVFun
Specials
Discovery
Culture
Trends & Lifestyle
The Package
Monolithic vs. atomic APPification
Long Tail Personalized Experience
Speed Price
(Self-)service Scalability
Unbundling Procter & GambleThe Package
Monolithic vs. atomic APPification
Long Tail Personalized Experience
Speed Price
(Self-)service Scalability
The Package
Monolithic vs. atomic APPification
Long Tail Personalized Experience
Speed Price
(Self-)service Scalability
The food industry is changing, so is delivery
Speed
The Package
Monolithic vs. atomic APPification
Long Tail Personalized Experience
Speed Price
(Self-)service Scalability
The Package
Monolithic vs. atomic APPification
Long Tail Personalized Experience
Speed Price
(Self-)service Scalability
New business modelsThe Package
Monolithic vs. atomic APPification
Long Tail Personalized Experience
Speed Price
(Self-)service Scalability
Bypassing Virtualization
Fragmentation of touchpoints
The Frog
The position in the value chain and the channel are challenged.
This metaphor describes the by-passing that you are subject to or that you can perform yourself, leading to
a change in the existing value chain.
BypassingIf you can sell expensive cars online, you can sell anything online.
Bypassing Virtualization
Fragmentation of touchpoints
The Frog
Bypassing
Bypassing Virtualization
Fragmentation of touchpoints
The Frog
Bypassing
Bypassing Virtualization
Fragmentation of touchpoints
The Frog
Bypassing
Bypassing Virtualization
Fragmentation of touchpoints
The Frog
Buy directly from the farmer
Bypassing Virtualization
Fragmentation of touchpoints
The Frog
New gatekeepers Recommendations
“Good is good enough”
Ambassadorship
The Gatekeeper
Opinion making is challenged. New competion at the horizon!
This metaphor describes the change of opinion making,
of leadership, the entrance of new players
that dominate the attention of the people.
The traditional gatekeeper
Crowd-sourced opinions
Peers as news distributors
Automatic algorithms
New “experts” +New gatekeepers Recommendations
“Good is good enough”
Ambassadorship
The Gatekeeper
New gatekeepers
New gatekeepers Recommendations
“Good is good enough”
Ambassadorship
The Gatekeeper
And what will happen if Amazon starts in the fresh industry?
New gatekeepers Recommendations
“Good is good enough”
Ambassadorship
The Gatekeeper
We know this…
Amazon = online store
Builds the best online infrastructure
“invents” the commercial cloud
disrupts the entire storage and server
industry
Amazon = online fresh food
Builds the best distribution
infrastructure
“invents” the commercial
“fresh cloud”
disrupts the entire distribution and
food retail
Now, imagine this…
Oops…
The Traveller
Primary location and place of consumption are changing
This metaphor describes the change of location and place, the emergence of hybrid models
that merge online and offline, to create a consistent user experience
and customer journey.
Place Utility
Empowered self Instant gratification
New way of working Contextual awareness
Real-time
The Traveller
PLACE OnlinePoS Hybrid Omnichannel
(digital entering PoS)
(all functions go digital too)
Place Utility
Empowered self Instant gratification
New way of working Contextual awareness
Real-time
Which is yours?The Traveller
Place Utility
Empowered self Instant gratification
New way of working Contextual awareness
Real-time
Place: what if HalloFresh goes physical?The Traveller
Place Utility
Empowered self Instant gratification
New way of working Contextual awareness
Real-time
AirBnB for retailThe Traveller
thestorefront.com
Place Utility
Empowered self Instant gratification
New way of working Contextual awareness
Real-time
PlaceThe Traveller
digitalstrategies.tuck.dartmouth.edu/cds-uploads/people/pdf/Isaacson_InStoreDigital.pdf
In four empty storefront locations in New York City the brand ‘Kate Space Saturday’ installed temporary digital storefronts on the front window space of the locations. The giant touch screens allowed people passing by on the street to browse product and place orders.
Place Utility
Empowered self Instant gratification
New way of working Contextual awareness
Real-time
The Participant
Community Gamification Collaboration
The power of the crowd Sharing economy
Consumers are uniting and creating powerful communities
This metaphor describes the importance of the crowd, the power that it represents
for the good or the bad of the organization.
CollaborationThe Participant
Community Gamification Collaboration
The power of the crowd Sharing economy
Community
Local brewers unite through a community platform
The Participant
Community Gamification Collaboration
The power of the crowd Sharing economy
Power of the crowdThe Participant
Community Gamification Collaboration
The power of the crowd Sharing economy
Power of the crowd
flex.amazon.com
The Participant
Community Gamification Collaboration
The power of the crowd Sharing economy
Sharing economyFrom scarcity to abundance
The Participant
Community Gamification Collaboration
The power of the crowd Sharing economy
The Cyborg
Internet of Things Wearables
Quantified self Robotics
Data Monitoring
Technology keeps progressing.
This metaphor describes the fact that we are just at the beginning of the digital revolution,
which means that all of the change that is already happening
is probably just scratching the surface.
Internet of ThingsThe Cyborg
Internet of Things Wearables
Quantified self Robotics
Data Monitoring
Amazon DashThe Cyborg
Internet of Things Wearables
Quantified self Robotics
Data Monitoring
Internet of ThingsThe Cyborg
Internet of Things Wearables
Quantified self Robotics
Data Monitoring
Smart water bottle with mobile app & reminders
3D printed foodThe Cyborg
Internet of Things Wearables
Quantified self Robotics
Data Monitoring
Amazon files patent for 3D printing delivery trucks
Big dataThe Cyborg
Internet of Things Wearables
Quantified self Robotics
Data Monitoring
Taking monitoring to the next levelThe Cyborg
Internet of Things Wearables
Quantified self Robotics
Data Monitoring
Taking monitoring to the next levelThe Cyborg
Internet of Things Wearables
Quantified self Robotics
Data Monitoring
Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
Who’s next?
New experts and our peers decide what matters
People participate,
share and co-create
their future
Technology becomes part of
everything we do
The relationship with the market
changes
New experiences in product, service & packaging
The position in the value chain changes
Mobile gives access to everything, everywhere,
every time
Person(al)
Product
Channel
CompetitionPlace
People
Technology
So, did this scare you or inspire
you?
So now that you understand Digital Disruption, how do you start the actual Transformation?
Stop hyping, start doing: Digital Transformation Modeling
Sold in over 30 countries
Create your own Digital Transformation vision and plan1
Create Digital Leadership2
Innovate in the right place(s)3
Build the Transformation Fleet4
Change the culture5Sold in over 30 countries
You’ll need to understand disruption its impact
You’ll need a strong vision on your
future
You’ll need a plan with real
actions, a Digital Agenda, a
roadmap for the future
Digital Transformation Modeling
Spot and understand the dynamics of
digital disruption
Analyse the impact on your industry and
business
Create a future vision and a transformation
strategy
Create a Digital Agenda that gets you
there.
It’s no longer about digital, it’s about business
Corporate (comm) Strategy
Digital Strategy
Company Strategy
Digital World
From ... ... to
The Business
Digital (at the sideline)
Digital in the core
From ... ... to
The BusinessDigital (at
the sideline)
The Business
Digital (at the sideline)
... to
The BusinessDigital (at
the sideline)
Digital in the core
The Business
Digital (at the sideline)
Digital in the core
Digital in the core
Digital in the core
From ...
Create your own Digital Transformation vision and plan1
Create Digital Leadership2
Innovate in the right place(s)3
Build the Transformation Fleet4
Change the culture5Sold in over 30 countries
“If you can't understand the new world of digital, fire yourself.
Build an executive team that is digital-first (when problems arise, the first solution is always digital). Make sure there is a techie on the
board of directors. If the board has a low digital IQ, the company
will have a low digital IQ”
George Colony CEO Forrester Research
So, where are you? How digital is your
company?
Digital Leadership
The ideal situation
CEOIdeally your CEO is the digital lead
CIO COO CbsOSalesMkt
This is Digital Leadership
The ideal situation
CEOIdeally your CEO is the digital lead
Unfortunately she/he is
probably not.
CIO COO CbsOSalesMkt
Is the CIO the digital lead?
Is the CMO the digital lead?
Sale
s
Mar
ketin
g &
Com
mun
icat
ion
Serv
ice
& Su
ppor
t
HR
(Dig
ital)
Tech
nolo
gy
PR &
Ext
erna
l Com
mun
.
R&D
& E
nter
prise
2.0
Digital Business Models
Are you locked-up in your vertical silo’s or can you create transversal business change?
Sale
s
Mar
ketin
g &
Com
mun
icat
ion
Serv
ice
& Su
ppor
t
HR
Dig
ital T
echn
olog
y
PR &
Ext
erna
l Com
mun
.
R&D
& E
nter
prise
2.0
Create your own Digital Transformation vision and plan1
Create Digital Leadership2
Innovate in the right place(s)3
Build the Transformation Fleet4
Change the culture5Sold in over 30 countries
The Classics The Converted The Digital The Ruptured
Traditional model Traditional channels
Traditional models Digital channels
New business models Digital channels Everything new
Incumbents (you) Challengers (them)
Different types of innovation
The Factory The Guesthouse The Garage
Incremental innovation Change projects Breakthrough innovation
Create your own Digital Transformation vision and plan1
Create Digital Leadership2
Innovate in the right place(s)3
Build the Transformation Fleet4
Change the culture5Sold in over 30 countries
Digital Transformation Fleet
?Are you the captain of a rigid
(sinking) ship
Are you the commander in chief of a fleet that changes the world?
(no, this is NOT Captain Iglo, it’s Edward Smith from the Titanic)
You’ll need balance
between your traditional
strengths and real innovations
Traditional revenue steams
new revenue steams
Create your own Digital Transformation vision and plan1
Create Digital Leadership2
Innovate in the right place(s)3
Build the Transformation Fleet4
Change the culture5Sold in over 30 countries
@jcaudron
1. The customer always decides
@jcaudron
2. All things you do must start from a superior experience
@jcaudron
3. From now on, you are an agile and flexible company
@jcaudron
4. You live in a world of uncertainty
@jcaudron
5. Offense or Defense?
@jcaudron
6. Don’t be afraid to cannibalize your own business
@jcaudron
7. Never, ever, disrespect new or small players
7 Key Take-Aways
@jcaudron
Disruption is real, deal with it!
Disruption
Modeling
Transformation
1. Disruption is happening anyway, often without your knowing…
@jcaudron
Disruption is real, deal with it!
Disruption
Modeling
Transformation
2. There are methods to
understand the impact and plan
for the future
@jcaudron
Disruption is real, deal with it!
Disruption
Modeling
Transformation3. You can take transformation in your own hands, but you will have to start NOW, in
order to stay in the drivers seat!
@jcaudron
4. You’ll need digital leadership throughout the entire organization
@jcaudron
5. You will need to embrace new culture, policies, rules, methodologies,
technology, processes, attitude, …
@jcaudron
6. You’re no longer too big to fail …
7. you make your own choices!
