Managing Digital
Transformation
January 2016
jo.caudron@duvalunion.com / @jcaudron / +32 475 43 80 98

@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
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?

@jcaudron
What can we learn?

Lack of
understanding
creates fear

Putting things in a frame creates
insights

• What can we learn?

Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
THE 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
Media

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
Health

Glass House
Package
Frog
GatekeeperTraveller
Participant
Cyborg
Auto-
motive

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

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
Sold in +35 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.

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 Business
Digital (at
the sideline)
The Business
Digital (at
the sideline)

... to
The Business
Digital (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
CEO
Ideally your
CEO is the
digital lead
CIO COO CbsOSalesMkt

This is
Digital Leadership

Sales
Marketing&Communication
Service&Support
HR
(Digital)Technology
PR&ExternalCommun.
R&D&Enterprise2.0
Digital Business Models
Are you locked-up in your vertical silo’s or can you
create transversal business change?
Sales
Marketing&Communication
Service&Support
HR
DigitalTechnology
PR&ExternalCommun.
R&D&Enterprise2.0

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.
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 …

7. you make your own choices!

So, what does your
future look like? Thank you!
jo.caudron@duvalunion.com
@jcaudron
00 32 475 43 80 98

Managing Digital
Transformation
January 2016
jo.caudron@duvalunion.com / @jcaudron / +32 475 43 80 98