strategy for the thinking leader (digital transformation) - digital dna armagh september 2016

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

http://www.ionology.com

http://www.ionology.com

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 &


=DIGITAL

TRANSFORMATION= DIGITISATION


STRATEGY& CULTURE

STAFF &CUSTOMER

ENGAGEMENTPROCESS &


=DIGITAL

TRANSFORMATION= RESISTANCE


STRATEGY& CULTURE

STAFF &CUSTOMER

ENGAGEMENTPROCESS &


=DIGITAL

TRANSFORMATION= UNCOORDINATED


STRATEGY& CULTURE

STAFF &CUSTOMER

ENGAGEMENTPROCESS &


=DIGITAL

TRANSFORMATION= FRUSTRATION


STRATEGY& CULTURE

STAFF &CUSTOMER

ENGAGEMENTPROCESS &


=DIGITAL

TRANSFORMATION= STAGNATION



STRATEGY& CULTURE

STAFF &CUSTOMER

ENGAGEMENTPROCESS &


=DIGITAL


Doing Digital Or

Digital Innovator?


STRATEGY& CULTURE

STAFF &CUSTOMER

ENGAGEMENTPROCESS &


=DIGITAL


Milemarkers Projects Tasks7

Customer Volume

How Customer Perceives Your Business Lens Lock [ _________]5 6

7PBDS STRATEGY BOARD STRATEGY& CULTURE

STAFF &CUSTOMER

ENGAGEMENTPROCESS &


=DIGITAL

TRANSFORMATION


STAFF &CUSTOMER

ENGAGEMENTPROCESS &


=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 &


=DIGITAL

TRANSFORMATION

Yourself

Diagnosis

Strategic Ambition

1

Unique Value Proposition

STRATEGY& CULTURE

STAFF &CUSTOMER

ENGAGEMENTPROCESS &


=DIGITAL

TRANSFORMATION

“We are the _______ in ______ for _____ because we do _______

better than anyone else”

STRATEGY& CULTURE

STAFF &CUSTOMER

ENGAGEMENTPROCESS &


=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 &


=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”


Customer Volume



STAFF &CUSTOMER

ENGAGEMENTPROCESS &


=DIGITAL

TRANSFORMATION

Customer Volume

How Customer Perceives Your Business

Lens Lock [ _________]5 6

STRATEGY& CULTURE

STAFF &CUSTOMER

ENGAGEMENTPROCESS &


=DIGITAL

TRANSFORMATION

ExclusiveNiche

or limited Audience Mass MarketMainstream

Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume


6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media

Bought MediaOwned Media

Earned Media

Hot(Passionate)

SEO, PPC, Display

Customer Volume


Lens Lock [ _________]5 6

STRATEGY& CULTURE

STAFF &CUSTOMER

ENGAGEMENTPROCESS &


=DIGITAL

TRANSFORMATION

ExclusiveNiche


Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume


6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media


Earned Media

Hot(Passionate)

Inno

vatio

n

STRATEGY& CULTURE

STAFF &CUSTOMER

ENGAGEMENTPROCESS &


=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 &


=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


Lens Lock [ _________]5 6

STRATEGY& CULTURE

STAFF &CUSTOMER

ENGAGEMENTPROCESS &


=DIGITAL

TRANSFORMATION

ExclusiveNiche


Warm(Comforted)

Mild(Informed)

Cold (Rational)

Customer Volume


6

5 7

31

2 4

8

PrimeAuthority

AttentionAdvocacy

All Media


Earned Media

Hot(Passionate)

Milemarkers Projects Tasks

Resolve channel conflict

Training for staff


Customer Volume



STAFF &CUSTOMER

ENGAGEMENTPROCESS &


=DIGITAL

TRANSFORMATION

!

!

!

!

!

!

!

!

!

!

!

!! !

!

!


STRATEGY& CULTURE

STAFF &CUSTOMER

ENGAGEMENTPROCESS &


=DIGITAL

TRANSFORMATION

CLOSED

COLLABORATIVE

OPEN

http://www.dailymail.co.uk/news/article-2604663/Flower-girl-4-took-steps-thanks-harness-attached-dad.html

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’

strategy for the thinking leader (digital transformation) - digital dna armagh september 2016

Leadership & Management