Forget disruption, it's time for Transformation

Forget
disruption
it’s time for
Transformation
Dado Van Peteghem - Digital First 2015 #DF2015

@dadovanpeteghem
Duval Union Consulting
Social Seeder
founding partner
@dadovanpeteghem #DF2015

I skipped 50 slides about
Uber, Airbnb, Tesla, …

VENTURE
CAPITAL
@dadovanpeteghem
GLOBAL
SCALE
#DF2015
They play
a totally different game….
DIGITAL BY
DEFAULT

Years from founding to $1B valuation
98
86
24
8
6
3
1
PRADA
HARLEY
DAVIDSON
NIKE
PAYPAL
EVERNOTE
TWITTER
INSTACART

We are overhyping
Silicon Valley
We are talking too much about
'the disruptors'
&

but watching Messi everyday 
won't make you a great player…
You can
be inspired…

Hitting
the
ball
will

Let’s stop admiring and
start doing things.

Digital
Transformation
A model to master
digital disruption.
digitaltransformationbook.com

Why should you
transform?

70
1960 2025
Over the last 50 years,
the average lifespan of
companies shrunk from
60 to 18 years.
S&P 500 - Standard&Poor’s
15
1. TO SURVIVE

@dadovanpeteghem
2. TO BECOME EFFICIENT

3. TO ATTRACT TALENT

What needs to
be transformed?

INFRASTRUCTURE
The 7 layers of
Digital Transformation
Know where to start…
CUSTOMER 
EXPERIENCE
LEADERSHIP & 
CAPABILITIES
PROCESSES
ORGANIZATION
BUSINESS
MODEL
CULTURE

Indicate where you are hurt most.
Tackle that one first.
To know where to start…

How can you
transform?

1. Forget ideas
Start solving problems
CUSTOMER 
EXPERIENCE

SO HOW
ABOUT
VIRTUAL
REALITY?
Stop looking at technology
WHAT CAN
WE DO
WITH
BEACONS?
SHOULDN’T
WE
INVEST IN
DRONES?
DON’T WE
NEED A
MOBILE
APP?

Stop looking for ideas

If your idea failed, it’s
because it didn’t solve an
important problem for a
large enough audience

Start solving problems

Xpenditure Raises $5.7M To Kill The
Monthly Expense Report

Problem Transformation Canvas
PROBLEM
EMOTIONS
SOLUTION
FUNCTIONS
PRODUCT OR SERVICE
CHANGE CURRENCY
(benefits)
TECHNOLOGY
What problem are we solving
and for who?
What are the basic emotions that problem
and solution are addressing?
What is the overall solution
that would fix this problem?
What are the different functions
a customer would expect this
solution to have?
What could eventually be the
product or service that we are
selling?
What technology is most suited
and relevant to build this?
What are the benefits and
are they strong enough to
have people change their
preference?

digital 
First
digital 
Only>

2. Involve everyone
Intrapreneurship
CULTURE

FROM
day-to-day
zombification
TO
creating
momentum

Everybody can have your  
“one million dollar”
solution

Imagine that Sony
didn’t let Ken Kutaragi
work on its idea…

Or that Google
didn’t let Paul Buchheit
work on its idea…

In 1975, this Kodak employee
invented the digital camera.
His bosses made him hide it.

You need a culture that
stimulates & rewards
employees to think like
intrapreneurs.

Disproportionate
autonomy
is what people
need to succeed

@dadovanpeteghem #DF2015kickbox.adobe.com

3. Disrupt your business model
before somebody else does
BUSINESS
MODEL

If we don’t create the
thing that kills Facebook,
someone else will.
“Embracing change” isn’t enough.
It has to be so hardwired into who
we are that even talking about it
seems redundant.
The internet is not a friendly place.
Things that don’t stay relevant don’t
even get the luxury of leaving ruins.
They disappear.
Facebook Little Red BookFacebook Little Red Book

10
HYPER
DISRUPTIVE
BUSINESS
MODELS
Subscription
Model
Freemium
Model
Free
Model
Market
Place
Access over
Ownership
Hyper MarketExperience
The
Pyramid
On
Demand
The
Ecosystem
HELLOFRESH DROPBOX
FACEBOOK
ALIBABA
ZIPCAR
ZALANDOTESLA
AMAZON
UBER
APPLE

Subscription model
HelloFresh Pampers?

Market Place
Alibaba Local food?

On Demand
Uber Laundry?

4. Digital in the core
of your organization
ORGANIZATION

From Digital on the side

To Digital in the core

Communication
Customercare
Sales
HR
…
DigitalMarketing Digital Transformation
Communicatoin
Customercare
Sales
HR
…

Go for garage innovation
TRANSFORMATION ACCELERATIONDISRUPTION

Build garages
Participate in garages
Buy garages

G 
O 
O 
G 
L 
E
GOOGLE CAPITAL
GOOGLE VENTURES
GOOGLE X

bmwstartupgarage.com

Ahold buys
Bol.com for
350 million
euro: ‘logical
acquisition’

5. Ship it!
Seriously, ship it!
PROCESSES

We plan for 2020
while we could
be dead by 2017

WHO
ARE
WE
TODAY?
WHO
DO WE WANT
TO BE
BY 2020?
90 DAYS SPRINTS
HORIZON VISION
TOMORROW STRATEGY

THE
QUICK
SHALL
INHERIT
THE
EARTH
Fast is better than slow.
While slow is adding
unnecessary
embellishments, fast is out
in the world. 
And that means fast can
learn from experience while
slow can only theorize.
Those who ship quickly can
improve quickly.
So fast doesn’t just win the
race. It gets a head start for
the next one.
Facebook Little Red Book

FROM
maximum
validated
product
TO
minimum
viable
product
corporates disruptors

“If you are not
embarrassed by the
first version of your
product, you’ve
launched too late.”
Reid Hoffman
Co-founder LinkedIn / VC

REALIZE QUICK WINS
IN THE FIRST 90 DAYS

6. Digital Leadership
Bring digital IQ in the board
LEADERSHIP &
CAPABILITIES

“If you can't understand the new world
of digital, fire yourself.
Build an executive team that is digital-
first. 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

Members of Disney’s Board
Jack Dorsey (CEO, Twitter)
Sheryl Sandberg (COO, Facebook)
Orin Smith (CEO, Starbucks)
Former members:
Steve Jobs (CEO, Apple)
Judy Estrin (former CTO, Cisco)

External specialists
+ Internal Leader
"The Chief Digital Officer"

Atif Raﬁq, former
Amazon and Yahoo
executive. Now CDO of
McDonald’s since 2013.
“Our objective is to be
ready to move at the
pace consumers are.”

McDonald’s has a Digital Transformation
Team with people coming from Facebook,
Yahoo, Microsoft, PayPal, AOL and various
other tech companies.
The team is set to
grow to 200+
employees within the

Rachel Haot became the CDO
of New York City in 2011, but
after surpassing every
target, she became CDO of
New York State and won the
CDO of the Year 2014 Award.
“Our digital goals are
using innovation to
better serve constituents
and using technology to
drive the economy.”

INSIDE OBAMA’S STEALTH STARTUP
President Obama has quietly recruited top tech
talent from the likes of Google and Facebook.
Their mission: to reboot how government

TODD PARK HAS JUST 18 MONTHS
- UNTIL THE OBAMA ADMINISTRATION ENDS -
TO RECRUIT A TECH CORPS OF 500.
“WHAT WE REALIZED 
WAS, THIS COULD BE A 
RECIPE FOR 
SOMETHING LARGER,” 
THE PRESIDENT 
EXPLAINS. IF THE TECH 
TEAM SUCCEEDS, IT 
COULD TRANSFORM 
AMERICANS’ 
ATTITUDES ABOUT
GOVERNMENT.

7. Introduce agile platforms
Replace the lagging systems.
INFRASTRUCTURE

FROM
lagging
fixed
outdated
expensive
super-large
TO
agile
cloud-based
user friendly
inexpensive
custom

AGILE TOOLS
Google Apps
Showpad
Skype  
for Business
Slack
…
Teamleader

We are in
digital kindergarten…
We ain’t seen
nothing yet.

Start your transformation
The time is now.
1. Forget ideas, start solving problems
2. Involve everyone
3. Disrupt your own business model
4. Bring digital in the core of your organisation
5. Ship it: a horizon vision and a tomorrow strategy
6. Install digital leadership
7. Introduce agile platforms

GO ALL-IN

dado.vanpeteghem
@duvalunion.com
Duval Union Consulting
Social Seeder
founding partner

Forget disruption, it's time for Transformation

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Forget disruption, it's time for Transformation