Digital transformation (DX) involves using technology strategically to build a competitive advantage in an increasingly digital world. DX frameworks assess an organization's digital maturity and strategy. Key elements of DX include developing a customer-centric approach through jobs-to-be-done and customer journey mapping, innovating the business model using canvases, and cultivating a culture of data-driven innovation. Leaders establish a digital vision and roadmap to align initiatives with long-term goals.

1. DIGITAL TRANSFORMATION (DX)
Competitive Advantage or Achilles Heel?
Copyright © 2018 ProductStack™. All Rights Reserved.

2. 01
02
03
04
05
WHAT IS DX?
DX FRAMEWORK
DIGITAL MATURITY
MODEL
DIGITAL STRATEGY
FIRESIDE CHAT WITH
BECKY LORANGER
Equip you with
a DX toolkit

3. WE NOW LIVE IN THE
EXPERIENCE AGE

4. Our customers now expect products
and services that are as valuable,
usable, and engaging

5. Digital Transformation is the strategic use of
technology to build a sustainable competitive
advantage in an increasingly digital world.
WHAT IS DX?

6. 85%
Of CEOs feel they have 2 years to make digital
transformation progress before suffering
financially and/or falling behind their competitors.
Source: Progress
2/3
Of CEOs in Global 2000 companies will have
digital transformation at the center of their
corporate strategy. Source: IDC
87%
Of companies believe that digital transformation
is a competitive opportunity. Source: CapGemini

7. “It is not necessary to change.
Survival is not mandatory.”
- W. Edwards Deming
SO, SHOULD YOU CARE
ABOUT DX?

8. SO, HOW MIGHT YOU THINK
ABOUT DX?

9. DX TOOLKIT
DIGITAL
MATURITY MODEL
DIGITAL
STRATEGY
DX
FRAMEWORK

10. DX
FRAMEWORK
Digital Transformation
Framework provides a structure
for assessing an organization’s
digital strategy and digital
maturity.

12. 01
02
03
04
05 Data-Driven
Cross-functional
Collaboration
Culture of
Innovation
.
CxO Agenda
Customer
Centric
Organizational Culture
Organizational culture is the most important and
perhaps, the most difficult factor in a company’s ability
to transform.

13. Business Model
A business model is a representation of how an organization
delivers value to its customers and makes money.
1
BUSINESS
MODEL CANVAS
2
3-HORIZON
GROWTH MODEL

14. Business Model Canvas
12
3
4
5
8
7
6
9
©Strategyzer.com
Business Model Canvas is a strategic management template for developing new
or documenting existing business models.

15. Business Model Environment
©Strategyzer.com
A business model does not exist in a vacuum - Business Model Environment
captures the key areas that influence a business model and should be considered
in designing new business models.

16. BUSINESS MODEL
INNOVATION
Business model innovation is
an activity to brainstorm new
business models by making
changes to one or many of the
9 building blocks of the
canvas.
©Strategyzer.com

17. 3-HORIZON GROWTH MODEL
Time
Value
Maintain & defend
core business
Horizon 1
Nurture emerging
business
Horizon 2
Create new business
Horizon 3
EXECUTE
EXPAND
EXPLORE
©McKinsey & co
A portfolio perspective of categorizing innovation opportunities based on
the underlying risks and potential returns.

18. Customer Centricity
Customer centricity is the ability to see the organization
through the lens of the customer.
1
JOBS-TO-BE-
DONE
2
JOURNEY
MAPPING

19. Jobs-To-Be-Done
Framework
Jobs-to-be-done (JTBD) is a framework based on the idea that
customers “hire” a product to do a specific “job” for them. “Job”,
essentially is a short-hand for the outcome your product and services
enable.

20. People don't want to buy a quarter-inch drill.
They want a quarter-inch hole.
Theodore Levitt
Professor, Harvard Business School

21. But do people want a quarter-inch hole?
Or do they really want to hang a picture frame?
Focusing on competitors will force
you to seek price/feature
differentiation
Focusing on customer’s “job” will
help you innovate better product and
services

22. Listen to music
Jobs are stable, while product and services are
everchanging

23. Customer Journey
Mapping

24. Source: b2binternational.com
Example Journey Map

25. Digital Maturity Model
Digital maturity is an indicator of an organization’s approach to adapting or
driving digital changes in their marketplace
Laggards Shotguns Strategics Practitioners Leaders

26. Digital strategy helps an organization
create a roadmap that aligns digital
initiatives with its long term vision and
business goals.
DIGITAL
STRATEGY

27. Assess the current state
5 STEPS
TO DIGITAL
STRATEGY
Frame a vision for the future
Establish business objectives
Identify & qualify opportunities
Build a digital roadmap

28. KEY TAKEAWAYS
3 Start with a digital strategy
1 Disrupt or Be Disrupted
2 DX is not about technology