managing digital transformation #ebook15
TRANSCRIPT
@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
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
Disruption
Modeling
Transformation
You have a choice
@jcaudron
Disruption
Modeling
Transformation
You have a choice
Fear
Insight
Direction
@jcaudron
Waves of Digital Disruption
1995+ Music Photography Video Rental …
2005+ Print Media Books TV Travel HR …
2015+ Finance Healthcare Automotive Retail Education Telco …
2020+ All Safe havens will be subject to digital disruption …
@jcaudron
What can we learn?
@jcaudron
What can we learn?
Glass House
Package
Frog
GatekeeperTraveller
Participant
CyborgTHE WHEEL OF
CHANGE
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
Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
versus
Retail
Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
Food
Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
Finance
Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
Media
Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
versus
Publishing
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
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 Modeling
Spot and understand the dynamics of
digital disruption
Sold in +30 countries
Analyse the impact on your industry and
business
Create a future vision and a transformation
strategy
Create a Digital Agenda that gets you
there.
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
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?
DIGITAL OFFICE
You need Digital Leadership, on all levels
CIO COO CbsOSalesMkt
CDO
Virtual Digital Leadership Team
Board of Directors
Shareholders
CEO
Vertical focus, based on traditional technology, platforms, processes
Transversal focus, based on business models, agility, change, people, …
Vertical focus, based on channels, media, communication,
marketing, …
DIGITAL OFFICE
You need Digital Leadership, on all levels
CIO COO CbsOSalesMkt
CDO
Virtual Digital Leadership Team
Board of Directors
Shareholders
CEO?
Transversal focus, based on business models, agility, change, people, …
The CDO • general manager with change management
skills • Leadership • P&L-driven • Definition of strategy • Execution of results • Relationship-building and using
influence • Demonstrating cultural sensitivity
• Knowledge of digital business models • Experience with Transformation of products
and technology capabilities (from analog to digital)
• Experience in developing new channels in a fast and agile business way
• A real passion about (deep-)technology • He’s in charge of the digital agenda,
wherever it happens: the Factory, the Guesthouse or the Garage
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)
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. Always play on the offense instead of the 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 …
@jcaudron
7. still looking for n°7
